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Preisbündelung bei Investitionsgütern

Author

Listed:
  • Diether Tillmann
  • Hermann Simon

Abstract

Zusammenfassung Preisbündelung stellt eine interessante Methode der Preisdifferenzierung dar, die auch in der Investitionsgüterindustrie zunehmend eingesetzt wird. Das kombinierte Anbieten von zwei oder mehreren komplementären Produkten oder Dienstleistungen zu einem günstigeren Gesamtpreis erweist sich in der Praxis sowohl für Anbieter als auch Nachfrager als vorteilhaft. Der vorliegende Artikel geht auf die vielfältigen Anwendungs- und Ausgestaltungsmöglichkeiten der Bündelung ein. Unternehmen sollten angesichts der zusätzlich erzielbaren Gewinn- und Absatzpotenziale jedoch nicht die hohe Komplexität außer Acht lassen, die mit der Konzeption und Ausgestaltung einer Preisbündelung einhergeht und durchaus Risiken birgt. Eine adäquate Informationsbasis bzw. die Kenntnis der kundenseitigen Zahlungsbereitschaften sowie eine Prüfung der juristischen Parameter sind in diesem Zusammenhang unerlässlich. Gleichzeitig sollten sich unternehmen im Klaren sein, dass Bündelung lediglich einen Aspekt im Preismanagement darstellt. Um das volle Potenzial einer Renditesteigerung realisieren zu können, sollte eine fundierte Analyse der Ausgangslage und aller potenziellen Pricing-Maßnahmen durchgeführt werden.

Suggested Citation

  • Diether Tillmann & Hermann Simon, 2008. "Preisbündelung bei Investitionsgütern," Schmalenbach Journal of Business Research, Springer, vol. 60(5), pages 517-538, August.
    • Handle: RePEc:spr:sjobre:v:60:y:2008:i:5:d:10.1007_bf03372804
    DOI: 10.1007/BF03372804
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    References listed on IDEAS

    as
    1. Telser, L G, 1979. "A Theory of Monopoly of Complementary Goods," The Journal of Business, University of Chicago Press, vol. 52(2), pages 211-230, April.
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    3. Carbajo, Jose & de Meza, David & Seidmann, Daniel J, 1990. "A Strategic Motivation for Commodity Bundling," Journal of Industrial Economics, Wiley Blackwell, vol. 38(3), pages 283-298, March.
    4. William James Adams & Janet L. Yellen, 1976. "Commodity Bundling and the Burden of Monopoly," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 90(3), pages 475-498.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Bundling of Products and Services; Mixed Price Bundling; Product Bundling; Service Contract; Willingness to Pay;
    All these keywords.

    JEL classification:

    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • E31 - Macroeconomics and Monetary Economics - - Prices, Business Fluctuations, and Cycles - - - Price Level; Inflation; Deflation
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L41 - Industrial Organization - - Antitrust Issues and Policies - - - Monopolization; Horizontal Anticompetitive Practices

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