IDEAS home Printed from https://ideas.repec.org/a/spr/sjobre/v58y2006i7d10.1007_bf03371685.html
   My bibliography  Save this article

Nachfragerbündelungen als Marketinginstrument: Eine modellgestützte Analyse

Author

Listed:
  • Markus Voeth

    (Universität Hohenheim)

  • Renate Weißbacher

Abstract

Zusammenfassung Nachfragerbündelungen spielen trotz der in der Literatur immer wieder für beide Marktseiten aufgezeigten Vorteilhaftigkeit auf Endverbrauchermärkten bislang kaum eine Rolle als Marketinginstrument. Die bisherigen Vorteilhaftigkeitsanalysen von Nachfragerbündelungen in der Literatur basieren jedoch zumeist auf stark vereinfachten Modellen. Im vorliegenden Beitrag wird daher untersucht, ob die Vorteilhaftigkeit auch in einem Modell zu beobachten ist, das auf weniger engen Prämissen beruht. Aufbauend auf einer Erweiterung eines in der Literatur diskutierten Grundmodells werden Simulationen für verschiedene Geschäftssituationen vorgestellt. Es zeigt sich, dass Nachfragerbündelungen nur dann für den Anbieter vorteilhaft sind, wenn diese durch begleitende Marketing-Maßnahmen unterstützt werden.

Suggested Citation

  • Markus Voeth & Renate Weißbacher, 2006. "Nachfragerbündelungen als Marketinginstrument: Eine modellgestützte Analyse," Schmalenbach Journal of Business Research, Springer, vol. 58(7), pages 864-888, November.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:7:d:10.1007_bf03371685
    DOI: 10.1007/BF03371685
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/BF03371685
    File Function: Abstract
    Download Restriction: no
    File URL: https://libkey.io/10.1007/BF03371685?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
    ---><---

    References listed on IDEAS

    as
    1. Torsten Olderog & Bernd Skiera, 2000. "The Benefits Of Bundling Strategies," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 52(2), pages 137-159, April.
    2. Krishnan S. Anand & Ravi Aron, 2003. "Group Buying on the Web: A Comparison of Price-Discovery Mechanisms," Management Science, INFORMS, vol. 49(11), pages 1546-1562, November.
    Full references (including those not matched with items on IDEAS)

    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. 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.
    2. Xin Li & Kenan Li & Yongjian Li, 2023. "Platform Operations under Dual-Channel Catering Supply Chain," Mathematics, MDPI, vol. 11(16), pages 1-33, August.
    3. Martin Spann & Bernd Skiera, 2020. "Dynamische Preisgestaltung in der digitalisierten Welt [Dynamic Pricing in a Digitized World]," Schmalenbach Journal of Business Research, Springer, vol. 72(3), pages 321-342, September.
    4. Longyuan Du & Ming Hu & Jiahua Wu, 2022. "Contingent stimulus in crowdfunding," Production and Operations Management, Production and Operations Management Society, vol. 31(9), pages 3543-3558, September.
    5. Hans H. Bauer & Maik Hammerschmidt, 2004. "Marketing for Business-to-Business Electronic Markets," Microeconomics 0402010, University Library of Munich, Germany, revised 28 Mar 2004.
    6. Xinxin Li & Yuxin Chen, 2012. "Corporate IT Standardization: Product Compatibility, Exclusive Purchase Commitment, and Competition Effects," Information Systems Research, INFORMS, vol. 23(4), pages 1158-1174, December.
    7. Vernon N. Hsu & Guoming Lai & Baozhuang Niu & Wenqiang Xiao, 2017. "Leader-Based Collective Bargaining: Cooperation Mechanism and Incentive Analysis," Manufacturing & Service Operations Management, INFORMS, vol. 19(1), pages 72-83, February.
    8. Arthur M. Geoffrion & Ramayya Krishnan, 2003. "E-Business and Management Science: Mutual Impacts (Part 1 of 2)," Management Science, INFORMS, vol. 49(10), pages 1275-1286, October.
    9. Xing, Wei & Liu, Liming & Wang, Shouyang, 2014. "More than a second channel? Supply chain strategies in B2B spot markets," European Journal of Operational Research, Elsevier, vol. 239(3), pages 699-710.
    10. Yuecheng Yu & Alexander Pelaez & Karl R. Lang, 2016. "Designing and evaluating business process models: an experimental approach," Information Systems and e-Business Management, Springer, vol. 14(4), pages 767-789, November.
    11. Simone Marinesi & Karan Girotra & Serguei Netessine, 2018. "The Operational Advantages of Threshold Discounting Offers," Management Science, INFORMS, vol. 64(6), pages 2690-2708, June.
    12. Jop Schouten & Mirjam GrooteSchaarsberg & Peter Borm, 2024. "Cost sharing methods for capacity restricted cooperative purchasing situations," Review of Economic Design, Springer;Society for Economic Design, vol. 28(2), pages 347-390, June.
    13. Sonja Lehmann & Peter Buxmann, 2009. "Pricing Strategies of Software Vendors," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 1(6), pages 452-462, December.
    14. Mayer, Stefan & Klein, Robert & Seiermann, Stephanie, 2013. "A simulation-based approach to price optimisation of the mixed bundling problem with capacity constraints," International Journal of Production Economics, Elsevier, vol. 145(2), pages 584-598.
    15. Jiahua Wu & Mengze Shi & Ming Hu, 2015. "Threshold Effects in Online Group Buying," Management Science, INFORMS, vol. 61(9), pages 2025-2040, September.
    16. Mirjam Groote Schaarsberg & Peter Borm & Herbert Hamers & Hans Reijnierse, 2013. "Game theoretic analysis of maximum cooperative purchasing situations," Naval Research Logistics (NRL), John Wiley & Sons, vol. 60(8), pages 607-624, December.
    17. O. Loginova & A. Mantovani, 2015. "Information and Online Reviews," Working Papers wp996, Dipartimento Scienze Economiche, Universita' di Bologna.
    18. Erbao Cao & He Li, 2020. "Group buying and consumer referral on a social network," Electronic Commerce Research, Springer, vol. 20(1), pages 21-52, March.
    19. Rong Zhang & Bin Liu, 2017. "Group buying decisions of competing retailers with emergency procurement," Annals of Operations Research, Springer, vol. 257(1), pages 317-333, October.
    20. Sharma, Varinder M. & Klein, Andreas, 2020. "Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

    More about this item

    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    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:spr:sjobre:v:58:y:2006:i:7:d:10.1007_bf03371685. 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.