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Towards capturing ancillary revenue via unbundling and cross-selling

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  • Teodor Stefan Bildea

    (PROS Inc.)

  • Thomas Gorin

    (PROS Inc.)

Abstract

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.

Suggested Citation

  • Teodor Stefan Bildea & Thomas Gorin, 2018. "Towards capturing ancillary revenue via unbundling and cross-selling," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(2), pages 102-114, April.
    • Handle: RePEc:pal:jorapm:v:17:y:2018:i:2:d:10.1057_s41272-017-0123-z
    DOI: 10.1057/s41272-017-0123-z
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    References listed on IDEAS

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    1. Chong Ju Choi & Carla C. J. M. Millar & Caroline Y. L. Wong, 2005. "Knowledge and the State," Palgrave Macmillan Books, in: Knowledge Entanglements, chapter 0, pages 19-38, Palgrave Macmillan.
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    Cited by:

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    2. Schaefers, Tobias & Leban, Marina & Vogt, Florian, 2022. "On-demand features: Consumer reactions to tangibility and pricing structure," Journal of Business Research, Elsevier, vol. 139(C), pages 751-761.

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