Commodity bundling for competitive advantage: strategic implications

Article Abstract:

Commodity bundling involves grouping related product 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. (Reprinted by permission of the publisher.)

Products, Commodities

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Image is everything

Article Abstract:

The necessity of maintaining brand equity for products or services was discussed. Brand equity is the consumers' perception of a product or service based on attributes such as name, price, position, real and perceived qualities different from other products or services and tradition. Brand equity can be built by choosing a unique, emphasizing unique qualities, competitive and thoughtful pricing and advertising. Once brand equity is achieved, it should be protected by adding more unique qualities, but never by altering the elements that created the brand equity in the first place.

Brand name products, Brand names

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How to reap higher profits with dynamic pricing

Article Abstract:

The methods of recovering the full possible value of products and services through dynamic pricing are described.

Forecasts, trends, outlooks, India, Marketing Management, Pricing Policy, Administration of Marketing, Forecasts and trends, Pricing, Market trend/market analysis, Product price

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