Commodity bundling in the supply chain: a simulation study

Autor:	Mehmet Barut, Ahmet Semih Ozkul, Hurrem Yilmaz
Rok vydání:	2012
Předmět:	Marketing Microeconomics Flexibility (engineering) Supply chain management Strategy and Management Bundle Supply chain Commodity Service management Business Industrial organization Consumer behaviour
Zdroj:	International Journal of Integrated Supply Management. 7:114
ISSN:	1741-8097 1477-5360
DOI:	10.1504/ijism.2012.051040
Popis:	Commodity bundling has received little attention in the supply chain literature although products in a bundle are delivered through supply chains. Marketing and economics literature largely discuss the issue from pricing and consumer behaviour perspectives. In this study, we investigate bundling strategy from a supply chain and operations standpoint. Our results indicate that not only the products in the bundle but also the supply chains providing these products should be matched considering capacity limitations and volume flexibilities. We discuss theoretical implications of our results and provide recommendations for practicing managers based on our findings and insights.
Databáze:	OpenAIRE
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