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Bundling as a strategy for new product introduction: Effects on consumers' reservation prices for the bundle, the new product, and its tie-in

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1991

Bundling--new products, new markets, low risk.

506 cited

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2010Using Product Bundling to Facilitate the Adoption Process of Radical Innovations*109 cited
2006Evaluations of branding alliances between non‐profit and commercial brand partners: the transfer of affect107 cited
1997Co‐branding in advertising: developing effective associations107 cited
2005Functional Compatibility Risk and Consumer Preference for Product Bundles102 cited
2002Towards a Theory of Marketplace Equity75 cited
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2019The mediating role of organizational complexity between enterprise resource planning and business model innovation61 cited
2016Multi-homing on SNSs: The role of optimum stimulation level and perceived complementarity in need gratification50 cited
2014Online shoppers' response to price comparison sites48 cited
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