Towards capturing ancillary revenue via unbundling and cross-selling
| Autor: | Teodor Stefan Bildea, Thomas Gorin |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Economics and Econometrics
Revenue management Operations research Business rule Strategy and Management 05 social sciences 02 engineering and technology Risk analysis (engineering) Cross-selling 020204 information systems 0502 economics and business 0202 electrical engineering electronic engineering information engineering Economics ComputingMilieux_COMPUTERSANDSOCIETY Revenue 050211 marketing Ancillary revenue Yield management Business and International Management Unbundling Implementation Finance |
| Zdroj: | Journal of Revenue and Pricing Management. 17:102-114 |
| ISSN: | 1477-657X 1476-6930 |
| Popis: | Cross-selling is a popular approach—in B2B and B2C alike—to increase revenues without affecting customer acquisition costs. In this paper, we review existing approaches such as Amazon’s methodology, and introduce our approach to cross-selling. We describe the differences between B2B and B2C implementations and discuss the need for business rules to achieve better recommendations. We illustrate our findings with industry solutions and discuss extensions to the airline case, made possible by the recent “unbundling” strategies developed by airlines worldwide. We conclude with our expectations of future airline applications and specifically the concept of individualized offer optimization. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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