Abstract
Bundling of products, product components, and services is an important consideration for manufacturers, retailers, and service providers bringing their goods and services to market. Bundling typically takes one of two forms: pure or mixed (Adams and Yellen, 1976). Pure bundling refers to a strategy in which only a bundle of items or components is available for purchase; in other words, buyers must purchase the bundle, they do not have the option of purchasing individual components. In contrast, mixed bundling gives buyers the option of purchasing either the bundle, or any or all of the individual components.
This paper was published in Pricing Strategy & Practice, 1997, pp. 99–107.
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© 1999 Springer-Verlag Berlin Heidelberg
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Herrmann, A., Huber, F., Coulter, R.H. (1999). Product and Service Bundling Decisions and their Effects on Purchase Intention. In: Fuerderer, R., Herrmann, A., Wuebker, G. (eds) Optimal Bundling. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-09119-7_13
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DOI: https://doi.org/10.1007/978-3-662-09119-7_13
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