講   題: Simultaneous vs. Sequential Bundling Strategies in a Distribution Channel

主 講 人:台大工商管理學系暨商研所 郭佳瑋 主任(Chia-Wei Kuo)

Business administration ,National Taiwan University

主 持 人:王志軒 教授

主辦單位:交通大學工業工程與管理系

時   間: 108年 9月 30日(星期一) 13:20 ~ 15:20

地   點:管二館520室

演講摘要:

This paper considers the product bundling strategy of a distribution channel where a retailer sells a base product and an add-on supplied by two distinct manufacturers to consumers. The add-on is only valuable to consumers who possess the base product. The retailer decides whether to sell the two products simultaneously (simultaneous bundling) or sequentially (sequential bundling) and retail prices. The manufacturer, if independent of the retailer, sets the wholesale price. The prior studies on bundling mostly focus on the effects from the demand side, e.g., demand smoothing, to explain different bundle choices by retailers while our paper considers also the effects from the supply side (channel structures). Under four-channel structures, we specify the scenarios that it is optimal for the retailer to adopt simultaneous bundling or sequential bundling and analytically show that compared to the case when the retailer and the two manufacturers are integrated, sequential bundling is more likely to be adopted when the retailer is only integrated with the base product manufacturer, simultaneous bundling is more likely to be adopted when the retailer is only integrated with the add-on manufacturer, and sequential bundling is again more likely to be adopted when all three firms are independent. We identify and discuss the underline drivers from different channel structures to explain these results. The findings of the paper provide some explanation and insights on the observation in practice that some retailers choose simultaneous bundling whereas the others choose sequential bundling.

演講性質:學術研究專題

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