Optimal Bundling and Pricing under a Monopoly: Contrasting Complements and Substitutes from Independently Valued Products*
نویسندگان
چکیده
Marketing literature has witnessed a recent spurt in articles devoted to the study of bundling. Manifestations of bundling include vacation packages, magazine subscriptions, and software bundles. Much of the academic work in marketing on bundling is rooted in seminal theories developed by economists (e.g., Adams and Yellen 1976). These studies rely on the reservation price paradigm and demonstrate the power of bundling as a price discrimination device. Bundling articles commonly assume that a consumer’s reservation price for the bundle is equal to the sum of his or her separate reservation prices for the component products (e.g., Adams and Yellen 1976,
منابع مشابه
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تاریخ انتشار 2003