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The Effects of Mixed Bundling
Başlık:
The Effects of Mixed Bundling
Yazar:
Zhu, Liya, author.
ISBN:
9780438084001
Yazar Ek Girişi:
Fiziksel Tanımlama:
1 electronic resource (49 pages)
Genel Not:
Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
Advisors: Pradeep Chintagunta; Michael Dinerstein Committee members: Brent Hickman.
Özet:
Current research mainly examines the benefits of bundling on product sales and firm profits. However, these benefits may not apply to businesses that carry products from competing manufacturers, as bundling may erode more profitable sales, leading to potential conflict between the retailers and the manufacturers. To study the effect, I use a dynamic model of consumer purchase behavior that incorporates inventory holding and future price expectation to estimate the changes in toothpaste and toothbrush sales due to mixed bundling. My findings suggest that changing the existing pricing strategy to allow mixed bundling reinforces the national brands' market dominance while reducing the private labels' and other smaller brands' shares. This harms the retailers in the long term, as previous research has shown that the private labels are an important factor in driving the retailers' bargaining power against the national manufacturers.
Notlar:
School code: 0330
Konu Başlığı:
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Yer Numarası | Demirbaş Numarası | Shelf Location | Lokasyon / Statüsü / İade Tarihi |
---|---|---|---|
XX(690578.1) | 690578-1001 | Proquest E-Tez Koleksiyonu | Arıyor... |
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