Buying bundles: the effects of bundle attributes on the value of bundling

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Linthorst, Merijn M. and Telgen, Jan and Schotanus, Fredo (2008) Buying bundles: the effects of bundle attributes on the value of bundling. In: 15th International Annual EurOMA Conference, 15-18 June, 2008, Groningen.

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Abstract:We consider the situation in which a buyer has to find the
optimal degree of bundling for buying goods and services. From a review of the
literature we develop attributes associated with bundling. Each of these
attributes has an effect on the value of a bundle. Combined, the attributes
determine the value of a bundle. We describe how the various attributes of a
bundle contribute to the value of a bundle given the context of the buying
situation. Based on interviews, a further analysis of bundle attributes and their
effects on the bundle value is provided. The results of this analysis can be used
to assist in finding the optimal degree of bundling.
Item Type:Conference or Workshop Item
Faculty:
Management and Governance (SMG)
Research Chair:
Research Group:
Link to this item:http://purl.utwente.nl/publications/74076
Conference URL:http://www.euroma2008.org/
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