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Nachfragerbündelungen als Marketinginstrument: Eine modellgestützte Analyse

Author

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  • Markus Voeth

    (Universität Hohenheim)

  • Renate Weißbacher

Abstract

Zusammenfassung Nachfragerbündelungen spielen trotz der in der Literatur immer wieder für beide Marktseiten aufgezeigten Vorteilhaftigkeit auf Endverbrauchermärkten bislang kaum eine Rolle als Marketinginstrument. Die bisherigen Vorteilhaftigkeitsanalysen von Nachfragerbündelungen in der Literatur basieren jedoch zumeist auf stark vereinfachten Modellen. Im vorliegenden Beitrag wird daher untersucht, ob die Vorteilhaftigkeit auch in einem Modell zu beobachten ist, das auf weniger engen Prämissen beruht. Aufbauend auf einer Erweiterung eines in der Literatur diskutierten Grundmodells werden Simulationen für verschiedene Geschäftssituationen vorgestellt. Es zeigt sich, dass Nachfragerbündelungen nur dann für den Anbieter vorteilhaft sind, wenn diese durch begleitende Marketing-Maßnahmen unterstützt werden.

Suggested Citation

  • Markus Voeth & Renate Weißbacher, 2006. "Nachfragerbündelungen als Marketinginstrument: Eine modellgestützte Analyse," Schmalenbach Journal of Business Research, Springer, vol. 58(7), pages 864-888, November.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:7:d:10.1007_bf03371685
    DOI: 10.1007/BF03371685
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    References listed on IDEAS

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    1. Torsten Olderog & Bernd Skiera, 2000. "The Benefits Of Bundling Strategies," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 52(2), pages 137-159, April.
    2. Krishnan S. Anand & Ravi Aron, 2003. "Group Buying on the Web: A Comparison of Price-Discovery Mechanisms," Management Science, INFORMS, vol. 49(11), pages 1546-1562, November.
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    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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