search query: @indexterm BUNDLING / total: 16
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| Author: | Venkatesh, R. Kamakura, W. |
| Title: | Optimal bundling and pricing under a monopoly: contrasting complements and substitutes from independently valued products |
| Journal: | Journal of Business
2003 : APR, VOL. 76:2, p. 211-231 |
| Index terms: | Bundling Contingent valuation Monopoly Pricing Substitute goods |
| Language: | eng |
| Abstract: | The authors develop an analytical model of contingent valuations and address two questions of import to a monopolist: 1) should a given pair of complements or substitutes be sold separately (pure components), together (pure bundling), or both (mixed bundling), and at what prices? 2) How do optimal bundling and pricing strategies for complements and substitutes differ from those for independently valued products? The authors find that the combination of marginal cost levels and the degree of complementarity or substitutability determines which of the three bundling strategies is optimal. |
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