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Le rôle du bundling dans la stratégie marketing des entreprises: une synthèse

Author

Listed:
  • Paul Chiambaretto

    (PREG-CRG - Pole de recherche en économie et gestion - X - École polytechnique - CNRS - Centre National de la Recherche Scientifique)

  • Hervé Dumez

    (CRG - Centre de recherche en gestion - X - École polytechnique - CNRS - Centre National de la Recherche Scientifique)

Abstract

Bundling et unbundling, la liaison des produits et leur séparation, sont des éléments centraux des stratégies des entreprises. La majorité des contributions, issues de champs disciplinaires variés, offrent une analyse fragmentée de ces phénomènes. Cet article se propose de les mettre en perspective afin de comprendre les avantages respectifs du bundling et de l'unbundling dans la stratégie marketing des entreprises.

Suggested Citation

  • Paul Chiambaretto & Hervé Dumez, 2012. "Le rôle du bundling dans la stratégie marketing des entreprises: une synthèse," Post-Print hal-02055374, HAL.
    • Handle: RePEc:hal:journl:hal-02055374
    DOI: 10.1177/076737011202700205
    as

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