Ivey Publishing
Technical Note on Bundling
Product Number:
9B17A048
Publication Date:
08/29/2017
Revised Date:
08/23/2017
Length:
16 pages (7 pages of text)
Product Type:
Note
Source:
Ivey
This technical note explores the working mechanisms of bundling—the practice of selling two or more separate products or services as one package. The note also explains various types of bundles, including pure bundles, price bundles, and product bundles. The note uses graphical illustrations, analytical techniques, and spreadsheet simulations to discuss the working principles of each bundling type and the economic logic of bundling. Also discussed are the strategic marketing implications of bundling and the relative efficacies of various bundling strategies.
Learning Objective:
This technical note is suitable for use in core courses in marketing and microeconomics. After completion of the case, students will have an understanding of the working principles of bundling and the concepts of price discrimination and segmentation.
Issues:
Disciplines:
Marketing
Setting:
Not Applicable, NA
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Supplements: 7B17A048A (110 KB) 7B17A048B (75 KB)
Translations: Simplified Chinese (15 pages)
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