Product bundling is the practice of selling multiple products in a single package that is offered at a discount relative to the total price of the individual products. Bundling can improve both market share and profit in many circumstances, and buyers can also benefit from lower transaction costs. Sometimes, bundling is the only viable business model for a seller - e.g., sellers like Netflix that aim to provide access to thousands of movies and TV shows, most of them sourced from other content producers. Our research looks at the many ways to execute bundling strategy, and develops solutions to deal with the substantial complexity in the analysis of bundling.
A Model of Value Co-creation through Cross-Producer Bundles
Mixed Bundling Of Two Independently Valued Goods
Product Bundling in a Distribution Channel
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