Optimal Bundling Strategies Under Heavy-Tailed Valuations
AbstractWe develop a framework for the optimal bundling problem of a multiproduct monopolist, who provides goods to consumers with private valuations that are random draws from a distribution with heavy tails. We show that in the Vickrey auction setting, the buyers prefer separate provision of the goods to any bundles. We also provide a complete characterization of the optimal bundling strategies for a monopolist producer, who provides goods for profit-maximizing prices. For products with low marginal costs, the seller's optimal strategy is to provide goods separately when consumers' valuations are heavy-tailed and in a single bundle when valuations are thin-tailed. These conclusions are reversed for goods with high marginal costs. For simplicity, we use a specific class of independent and identically distributed random variables, but our results can be generalized to include dependence, skewness, and the case of nonidentical one-dimensional distributions.
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Bibliographic InfoArticle provided by INFORMS in its journal Management Science.
Volume (Year): 56 (2010)
Issue (Month): 11 (November)
optimal bundling strategies; multiproduct monopolist; Vickrey auction; profit-maximizing prices; heavy-tailed valuations;
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- Delanote, Stephanie & Leus, Roel & Talla Nobibon, Fabrice, 2012. "Optimization of the annual planning of targeted offers in direct marketing," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/364809, Katholieke Universiteit Leuven.
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