IDEAS home Printed from https://ideas.repec.org/a/bla/jomstd/v28y1991i3p267-280.html
   My bibliography  Save this article

Commodity Bundling For Competitive Advantage: Strategic Implications

Author

Listed:
  • Michael W. Lawless

Abstract

Commodity bundling involves grouping related products together into a unified market offering. It is a familiar approach in a number of industries, yet strategic and structural implications are not well developed. This article presents a descriptive model of the potential advantages of commodity bundling, the fit between firm competences and customer needs, and the decision to bundle. Effects on adaptation, type of innovation, and organization structure are discussed. Managerial implications and research propositions from case studies of 16 corporations, and from strategy, marketing and economic theory are presented.

Suggested Citation

  • Michael W. Lawless, 1991. "Commodity Bundling For Competitive Advantage: Strategic Implications," Journal of Management Studies, Wiley Blackwell, vol. 28(3), pages 267-280, May.
    • Handle: RePEc:bla:jomstd:v:28:y:1991:i:3:p:267-280
    DOI: 10.1111/j.1467-6486.1991.tb00948.x
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/j.1467-6486.1991.tb00948.x
    Download Restriction: no
    File URL: https://libkey.io/10.1111/j.1467-6486.1991.tb00948.x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. D. Mark Anderson & Benjamin Crost & Daniel I. Rees, 2018. "Wet Laws, Drinking Establishments and Violent Crime," Economic Journal, Royal Economic Society, vol. 128(611), pages 1333-1366, June.
    2. Paulo Martins & Paula Rodrigues & Carlos Martins & Teresa Barros & Nelson Duarte & Rebecca Kechen Dong & Yiyi Liao & Ubaldo Comite & Xiaoguang Yue, 2021. "Preference between Individual Products and Bundles: Effects of Complementary, Price, and Discount Level in Portugal," JRFM, MDPI, vol. 14(5), pages 1-19, April.
    3. Tannous, George F. & Mangiameli, Paul M., 1996. "Adding features to a product: A micro-economic model," International Review of Economics & Finance, Elsevier, vol. 5(2), pages 149-173.
    4. Mikkonen, Karri & Niskanen, Hanna & Pynnönen, Mikko & Hallikas, Jukka, 2015. "The presence of emotional factors: An empirical exploration of bundle purchasing process," Telecommunications Policy, Elsevier, vol. 39(8), pages 642-657.
    5. Ali Azadeh & Hassan Songhori & Nima Salehi, 2017. "A unique optimization model for deterministic bundle pricing of two products with limited stock," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 8(2), pages 1154-1160, November.
    6. Andreas Klein & Parimal Bhagat, 2010. "We-Commerce: Evidence On A New Virtual Commerce Platform," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 4(4), pages 107-124.
    7. V. Sanal Kumar, 1999. "Perceived Value Addition for Branded Items Launched in Commodity Markets," Vision, , vol. 3(2), pages 32-36, July.
    8. Clare D’Souza & Emmanuel K. Yiridoe, 2019. "Producer’s Self-Declared Wind Energy ECO-Labeling Consequences on the Market: A Canadian Case Study," Sustainability, MDPI, vol. 11(5), pages 1-15, February.
    9. Priessner, Alfons & Hampl, Nina, 2020. "Can product bundling increase the joint adoption of electric vehicles, solar panels and battery storage? Explorative evidence from a choice-based conjoint study in Austria," Ecological Economics, Elsevier, vol. 167(C).
    10. Mithat Üner, M. & Güven, Faruk & Tamer Cavusgil, S., 2015. "Bundling of telecom offerings: An Empirical Investigation in the Turkish market," Telecommunications Policy, Elsevier, vol. 39(1), pages 53-64.
    11. Mankila, Merja, 2004. "Retaining students in retail banking through price bundling: Evidence from the Swedish market," European Journal of Operational Research, Elsevier, vol. 155(2), pages 299-316, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:jomstd:v:28:y:1991:i:3:p:267-280. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0022-2380 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.