COMMODITY BUNDLING FOR COMPETITIVE ADVANTAGE: STRATEGIC IMPLICATIONS
构建了一个描述性模型，分析商品捆绑的潜在优势、企业能力与客户需求的匹配以及捆绑决策，并讨论其对适应、创新类型和组织结构的影响。
ABSTRACT Commodity bundling involves grouping related products together into a unified market offering. It is a familiar approach in a number of industries, yet strategic and structural implications are not well developed. This article presents a descriptive model of the potential advantages of commodity bundling, the fit between firm competences and customer needs, and the decision to bundle. Effects on adaptation, type of innovation, and organization structure are discussed. Managerial implications and research propositions from case studies of 16 corporations, and from strategy, marketing and economic theory are presented.