Chen, Ting; Shan, Feifei; Yang, Feng; Xu, Fengmei - 2022
Bundling is commonly used by online retailers and is receiving increasing attention. We investigate bundling in a dual …. Analytical models are developed to obtain insights for optimizing bundling decisions. First, we find the manufacturer and online … retailer cannot always benefit simultaneously from bundling. Bundling often benefits the retailer but hurts the manufacturer …