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| Author: | Fürderer, R. Huchzermeier, A |
| Title: | Optimale Preisbündelung unter Unsicherheit |
| Journal: | Zeitschrift für Betriebswirtschaft
1997 : ERGÄNZUNGSHEFT 1/97, p. 117-133 |
| Index terms: | MARKETING RESEARCH PRICE THEORY EMPIRICAL RESEARCH CAR INDUSTRY GERMANY |
| Language: | ger |
| Abstract: | In many industries, both reducing proliferation and increas- ing profitability of a product line can be achieved through option bundling and bundle pricing. However, little insight has been gained how to optimally compose and price bundles to exploit customer preferences and to decrease manufacturing costs under uncertainty. In this work, we formulate the stochastic bundling problem as a mixed-integer nonlinear program. An empirical example with data from the automobile industry illustrates how the stochastic bundling problem can be solved by deploying commercial modeling languages or spreadsheets. Moreover, we demonstrate how the model can be used to evaluate market and cost scenarios. This enables management to decide on an optimal bundling strategy far in advance of market launch. |
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