Resumen de Pure components versus pure bundling in a marketing channel

Marina Girju, Ashutosh Prasad, Brian T. Ratchford

• Highlights: [�] Channel interactions significantly reduce the retailer's incentives for bundling. [�] Examining consumer segments reveals how bundling can still be optimal. [�] PB* is a manufacturer strategy of selling a bundle that cannot be unbundled. [�] The manufacturer should prefer PB* over inducing the retailer to bundle. [�] Surprisingly the channel and retailer benefit when the manufacturer uses PB*.