IDEAS home Printed from https://ideas.repec.org/a/spr/annopr/v287y2020i2d10.1007_s10479-017-2632-y.html
   My bibliography  Save this article

Bundle pricing strategies for two complementary products with different channel powers

Author

Listed:
  • Raghu Nandan Giri

    (Vidyasagar University)

  • Shyamal Kumar Mondal

    (Vidyasagar University)

  • Manoranjan Maiti

    (Vidyasagar University)

Abstract

In this paper, we consider a duopoly market where two manufacturers separately produce and sell two complementary products through a common retailer as a leader–follower movement. The competition has been studied in two-echelon supply chain system and all produced products are sold by the retailer with individual product prices or with pure products’ bundling price in the non-cooperative market. The demand of each product linearly depends on prices of these two products as per their nature. Here, model for two different cases (without and with pure products’ bundling) are developed mathematically to maximize the profit of each participant of the supply chain and then corresponding optimal pricing strategies are worked out for the manufacturers and retailer. It is shown that supply chain profit for the pure bundling is better than the profit when products are sold at individual prices. Finally, the model is illustrated with numerical data to study the effects of models’ parameters in the pricing strategies and some marketing decisions are explored.

Suggested Citation

  • Raghu Nandan Giri & Shyamal Kumar Mondal & Manoranjan Maiti, 2020. "Bundle pricing strategies for two complementary products with different channel powers," Annals of Operations Research, Springer, vol. 287(2), pages 701-725, April.
    • Handle: RePEc:spr:annopr:v:287:y:2020:i:2:d:10.1007_s10479-017-2632-y
    DOI: 10.1007/s10479-017-2632-y
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10479-017-2632-y
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10479-017-2632-y?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hu Huang & Hua Ke, 2017. "Pricing decision problem for substitutable products based on uncertainty theory," Journal of Intelligent Manufacturing, Springer, vol. 28(3), pages 503-514, March.
    2. Zhang, Linghong & Wang, Jingguo & You, Jianxin, 2015. "Consumer environmental awareness and channel coordination with two substitutable products," European Journal of Operational Research, Elsevier, vol. 241(1), pages 63-73.
    3. Joshua S. Gans & Stephen P. King, 2006. "Paying For Loyalty: Product Bundling In Oligopoly," Journal of Industrial Economics, Wiley Blackwell, vol. 54(1), pages 43-62, March.
    4. Chenghuan Sean Chu & Phillip Leslie & Alan Sorensen, 2011. "Bundle-Size Pricing as an Approximation to Mixed Bundling," American Economic Review, American Economic Association, vol. 101(1), pages 263-303, February.
    5. Jie Wei & Jing Zhao, 2016. "Pricing decisions for substitutable products with horizontal and vertical competition in fuzzy environments," Annals of Operations Research, Springer, vol. 242(2), pages 505-528, July.
    6. Sheikhzadeh, Mehdi & Elahi, Ehsan, 2013. "Product bundling: Impacts of product heterogeneity and risk considerations," International Journal of Production Economics, Elsevier, vol. 144(1), pages 209-222.
    7. Mark Armstrong & John Vickers, 2010. "Competitive Non-linear Pricing and Bundling," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 77(1), pages 30-60.
    8. Alessandro Avenali & Anna D’Annunzio & Pierfrancesco Reverberi, 2013. "Bundling, Competition and Quality Investment: A Welfare Analysis," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 43(3), pages 221-241, November.
    9. S. Chan Choi, 1991. "Price Competition in a Channel Structure with a Common Retailer," Marketing Science, INFORMS, vol. 10(4), pages 271-296.
    10. Yan, Ruiliang & Bandyopadhyay, Subir, 2011. "The profit benefits of bundle pricing of complementary products," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 355-361.
    11. Hemant K. Bhargava, 2012. "Retailer-Driven Product Bundling in a Distribution Channel," Marketing Science, INFORMS, vol. 31(6), pages 1014-1021, November.
    12. Jagmohan S. Raju & Abhik Roy, 2000. "Market Information and Firm Performance," Management Science, INFORMS, vol. 46(8), pages 1075-1084, August.
    13. Zhao, Jing & Tang, Wansheng & Zhao, Ruiqing & Wei, Jie, 2012. "Pricing decisions for substitutable products with a common retailer in fuzzy environments," European Journal of Operational Research, Elsevier, vol. 216(2), pages 409-419.
    14. Andy A. Tsay & Narendra Agrawal, 2000. "Channel Dynamics Under Price and Service Competition," Manufacturing & Service Operations Management, INFORMS, vol. 2(4), pages 372-391, August.
    15. Yan, Ruiliang & Myers, Chris & Wang, John & Ghose, Sanjoy, 2014. "Bundling products to success: The influence of complementarity and advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 48-53.
    16. Jay Pil Choi, 2008. "Mergers With Bundling In Complementary Markets," Journal of Industrial Economics, Wiley Blackwell, vol. 56(3), pages 553-577, September.
    17. Duarte Brito & Helder Vasconcelos, 2015. "Interfirm Bundling and Vertical Product Differentiation," Scandinavian Journal of Economics, Wiley Blackwell, vol. 117(1), pages 1-27, January.
    18. Matutes, Carmen & Regibeau, Pierre, 1992. "Compatibility and Bundling of Complementary Goods in a Duopoly," Journal of Industrial Economics, Wiley Blackwell, vol. 40(1), pages 37-54, March.
    19. Mukhopadhyay, Samar K. & Yue, Xiaohang & Zhu, Xiaowei, 2011. "A Stackelberg model of pricing of complementary goods under information asymmetry," International Journal of Production Economics, Elsevier, vol. 134(2), pages 424-433, December.
    20. Yue, Xiaohang & Mukhopadhyay, Samar K. & Zhu, Xiaowei, 2006. "A Bertrand model of pricing of complementary goods under information asymmetry," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1182-1192, October.
    21. Gürlera, Ülkü & Öztop, Salih & Sen, Alper, 2009. "Optimal bundle formation and pricing of two products with limited stock," International Journal of Production Economics, Elsevier, vol. 118(2), pages 442-462, April.
    22. Jing Chen & Peter Bell, 2013. "The impact of customer returns on supply chain decisions under various channel interactions," Annals of Operations Research, Springer, vol. 206(1), pages 59-74, July.
    23. Li, Minqiang & Feng, Haiyang & Chen, Fuzan & Kou, Jisong, 2013. "Numerical investigation on mixed bundling and pricing of information products," International Journal of Production Economics, Elsevier, vol. 144(2), pages 560-571.
    24. Zhao, Jing & Wei, Jie & Li, Yongjian, 2014. "Pricing decisions for substitutable products in a two-echelon supply chain with firms׳ different channel powers," International Journal of Production Economics, Elsevier, vol. 153(C), pages 243-252.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Li, Yanan & Li, Xiang & Zhang, Sicheng, 2021. "Optimal pricing of customized bus services and ride-sharing based on a competitive game model," Omega, Elsevier, vol. 103(C).
    2. Abhijit Barman & Rubi Das & Pijus Kanti De & Shib Sankar Sana, 2021. "Optimal Pricing and Greening Strategy in a Competitive Green Supply Chain: Impact of Government Subsidy and Tax Policy," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    3. Xijia Liu & Xiaoshu Liu & Anna Shi & Chenwei Li, 2023. "Agricultural Products’ Bundled Pricing Based on Consumers’ Organic Preferences," Sustainability, MDPI, vol. 15(17), pages 1-14, September.
    4. Lingzhi Shao & Qianwen Liu, 2022. "Decision-Making and the Contract of the Complementary Product Supply Chain Considering Consumers’ Environmental Awareness and Government Green Subsidies," IJERPH, MDPI, vol. 19(5), pages 1-27, March.
    5. Angelika Endres-Fröhlich & Joachim Heinzel, 2022. "The Impact of Product Qualities on Downstream Bundling in a Distribution Channel," Working Papers Dissertations 90, Paderborn University, Faculty of Business Administration and Economics.
    6. Sarat Kumar Jena & Abhijeet Ghadge, 2022. "Product bundling and advertising strategy for a duopoly supply chain: a power-balance perspective," Annals of Operations Research, Springer, vol. 315(2), pages 1729-1753, August.
    7. Biswas, Debajyoti & Rezaee Vessal, Sara, 2024. "Smart home insurance: Collaboration and pricing," European Journal of Operational Research, Elsevier, vol. 314(1), pages 176-205.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wei, Jie & Zhao, Jing & Li, Yongjian, 2013. "Pricing decisions for complementary products with firms’ different market powers," European Journal of Operational Research, Elsevier, vol. 224(3), pages 507-519.
    2. Bo Yan & Xiaoxu Chen & Hongyuan Li & Yixian Sun, 2022. "Managing homogeneous products in two competing supply chains under price and logistics service," Electronic Commerce Research, Springer, vol. 22(3), pages 691-713, September.
    3. Raghu Nandan Giri & Shyamal Kumar Mondal & Manoranjan Maiti, 2021. "Analysis of strategies for substitutable and complementary products in a two-levels fuzzy supply chain system," Operational Research, Springer, vol. 21(1), pages 485-524, March.
    4. Kopczewski, Tomasz & Sobolewski, Maciej & Miernik, Ireneusz, 2018. "Bundling or unbundling? Integrated simulation model of optimal pricing strategies," International Journal of Production Economics, Elsevier, vol. 204(C), pages 328-345.
    5. Haiyan Shan & Chen Zhang & Guo Wei, 2020. "Bundling or Unbundling? Pricing Strategy for Complementary Products in a Green Supply Chain," Sustainability, MDPI, vol. 12(4), pages 1-25, February.
    6. Zhou, Jidong, 2021. "Mixed bundling in oligopoly markets," Journal of Economic Theory, Elsevier, vol. 194(C).
    7. Halmenschlager, Christine & Mantovani, Andrea, 2017. "On the private and social desirability of mixed bundling in complementary markets with cost savings," Information Economics and Policy, Elsevier, vol. 39(C), pages 45-59.
    8. Mark Armstrong, 2016. "Nonlinear Pricing," Annual Review of Economics, Annual Reviews, vol. 8(1), pages 583-614, October.
    9. Akifumi Ishihara & Noriyuki Yanagawa, 2013. "Dark Sides of Patent Pools with Compulsory Independent Licensing," CARF F-Series CARF-F-318, Center for Advanced Research in Finance, Faculty of Economics, The University of Tokyo.
    10. Jie Wei & Wen Wang & Sang-Bing Tsai & Xiaoli Yang, 2018. "To Cooperate or Not? An Analysis of Complementary Product Pricing in Green Supply Chain," Sustainability, MDPI, vol. 10(5), pages 1-21, May.
    11. Carmen D. Ã lvarez-Albelo, 2020. "The role of complementarity of goods in a mixed bundling strategy," Economics and Business Letters, Oviedo University Press, vol. 9(1), pages 31-40.
    12. Xu, Su Xiu & Lu, Qiang & Huang, George Q. & Zhang, Ting, 2013. "Scope economies, market information, and make-or-buy decision under asymmetric information," International Journal of Production Economics, Elsevier, vol. 145(1), pages 339-348.
    13. Andrea Mantovani, 2013. "The Strategic Effect of Bundling: A New Perspective," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 42(1), pages 25-43, February.
    14. Bronwyn E. Howell & Petrus H. Potgieter, 2018. "Bundles of trouble: Can competition law adapt to digital pricing innovation?," Competition and Regulation in Network Industries, , vol. 19(1-2), pages 3-24, March.
    15. Sue H. Mialon, 2014. "Product Bundling And Incentives For Mergers And Strategic Alliances," Economic Inquiry, Western Economic Association International, vol. 52(2), pages 562-575, April.
    16. Ata Allah Taleizadeh & Masoumeh Sadat Babaei & Seyed Taghi Akhavan Niaki & Mahsa Noori-daryan, 2020. "Bundle pricing and inventory decisions on complementary products," Operational Research, Springer, vol. 20(2), pages 517-541, June.
    17. Pan, Fei & Pan, Shenle & Zhou, Wei & Fan, Tijun, 2022. "Perishable product bundling with logistics uncertainty: Solution based on physical internet," International Journal of Production Economics, Elsevier, vol. 244(C).
    18. Song, Haiqing & Duan, Housheng & Deng, Sijing & Xu, Jiayan, 2022. "Brand extension and channel structure: An analysis of the effects of social influence," Omega, Elsevier, vol. 110(C).
    19. Sarat Kumar Jena & Abhijeet Ghadge, 2022. "Product bundling and advertising strategy for a duopoly supply chain: a power-balance perspective," Annals of Operations Research, Springer, vol. 315(2), pages 1729-1753, August.
    20. Juanjuan Qin & Liguo Ren & Liangjie Xia, 2017. "Carbon Emission Reduction and Pricing Strategies of Supply Chain under Various Demand Forecasting Scenarios," Asia-Pacific Journal of Operational Research (APJOR), World Scientific Publishing Co. Pte. Ltd., vol. 34(01), pages 1-27, February.

    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:spr:annopr:v:287:y:2020:i:2:d:10.1007_s10479-017-2632-y. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.