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時 間:2019年3月4日(周一)10:00

地 點:史帶樓301


主講嘉賓:Sean Zhou is a professor in the Department of Decision Sciences and Managerial Economics, CUHK Business School, the Chinese University of Hong Kong (CUHK).

TitleSimultaneous vs. Sequential Bundling Strategies in a Distribution Channel

Abstract: This paper considers product bundling strategy of a distribution channel where a retailer sells a base product and an add-on product supplied by two distinct manufacturers to consumers. The add-on product is only valuable to consumers who possess the base product. The retailer decides whether to sell the two products simultaneously (simultaneous bundling) or sequentially (sequential bundling) and the retail prices. The prior studies on bundling mostly focus on the effects from demand side, e.g., demand smoothing, to explain different bundle choices by retailers while our paper considers also the effects from the supply side (channel structures). Under four channel structures, we specify when it is optimal for the retailer to adopt simultaneous bundling or sequential bundling and analytically show that compared to the case when the retailer and the two manufacturers are integrated, sequential bundling is more likely to be adopted when the retailer only is integrated with the base product manufacturer, simultaneous bundling is more likely to be adopted when the retailer only  is integrated with the add-on product manufacturer, and  sequential bundling is again more likely to be adopted when all three firms are independent. We identify the underline drivers from different channel structures to explain these results.  The findings of the paper provide some explanation and insights on the observation in practice that some retailers choose simultaneous bundling whereas the others choose sequential bundling. This is joint work with Qianbo Yin, Chia-Wei Kuo, and Kwei-Long Huang.