Pricing decisions in a multiechelon supply chain under a bundling strategy

This study attempts to incorporate product complementarity and bundling strategy with green innovation and remanufacturing in a two-stage supply chain. For doing so, it considers a green closed-loop supply chain that combines two manufacturers and a typical retailer to deal with complementary products. Based on the manufacturer-led Stackelberg game-theoretic approach, it first develops two models considering the bundling strategies of the retailer. Each of these two models again establishes three sub-models under consideration of whether the manufacturers make their decisions jointly or simultaneously or sequentially. The optimal responses and the profitability under various models are compared both analytically and numerically to get some insights. The results exhibit that (a) regardless of different bundling strategies, the sequential decision-making scenario is beneficial for the leading manufacturer while the joint decision-making scenario is profitable for another manufacturer, the retailer, and the entire supply chain, (b) no bundling strategy is preferable in a green-sensitive market, even though it gives less profit to channel individuals, (c) in the Stackelberg scenario, the decision of which of two manufacturers will profit more depends on product complementarity and the residual values obtained from end-of-used products acquisition and their handling, and (d) the level of product complementarity and bundle price discount play important role in determining the appropriate bundling strategy. 

Pricing and bundling strategies for complementary products in a closed-loop green supply chain under manufacturers’ different behaviors

Heuristic analyses of separate and bundling sales for complimentary products under consignment stock policy

We develop a model of customer choice in response to random variation in quality. The choice model yields closed-form expressions which reflect the effect of competing suppliers' service quality on the long-run fraction of purchases a customer makes at the various competitors. We then use the expressions as the basis of simple normative models for suppliers seeking to maximize their long-run average profits. The results provide insight into the effect of switching behavior on the service levels offered by competing suppliers.

Customer loyalty and supplier quality competition


Purpose
Many e-commerce firms suffer from high returns because of inaccurate and incomplete product information. Omnichannel and bundling settings can help firms improve operational efficiency and lower returns costs. However, no studies have been conducted on omnichannel supply chains considering bundling strategies. The purpose of this study is to examine the comparison between test-in-store-and-buy-online (TSBO) and online retail, comparing manufacturers’ bundling with retailers’ bundling.


Design/methodology/approach
The supply chain discussed here consists of two competitive manufacturers and one retailer. The retailer sells both manufacturers' products online and displays one manufacturer's product in a showroom who bears the display cost. Stackelberg game theory is used to develop mathematical models that help manufacturers and retailers make the most effective decisions. Here, the manufacturer is the Stackelberg leader, while the retailer is the follower. Using the backward induction approach, the authors determined the optimal values for selling price, wholesale price and service effort level.


Findings
The results show that the total TSBO retailing profit under manufacturer bundling is highest when the second manufacturer integrates with the online retailer. The result additionally establishes that when the bundling cost exceeds a certain threshold (1.5), the total profit is higher for the non-integrated type of supply chain channel as compared to the integrated retailer bundling-based configuration.


Practical implications
The operations and logistics manager will likely undertake the TSBO omnichannel strategy during manufacturers bundling and retailer bundling under the integrated strategy.


Originality/value
The main contribution of the study is to examine the effect of TSBO retailing on supply chains profit and individual decision-making under different bundling strategies. The authors developed different mathematical models in the TSBO retailing and bundling context and extended the earlier work in the area of integration frame.


Impact of bundling on the omnichannel supply chain under price competition

Purpose




This paper aims to address the following problems: What are the firms’ optimal pricing and quality policies under three scenarios (no bundling, pure bundling and mixed bundling)? In what condition will one bundling strategy dominate the others? How does the degree of complementarity affect the firms’ decision?




Design/methodology/approach




Using the game theory, this study first establishes three models of bundling strategies: no bundling, pure bundling and mixed bundling and then obtains the optimal prices and quality decisions. This study uses numerical analysis to explore the relationships between the prices (demands and profits) and some key parameters and to obtain some valuable management complications.




Findings




Some interesting and valuable management implications are established: regardless of the degree of complementarity, adopting a pure bundling or mixed bundling strategy is better than separately selling an individual product; a high degree of complementarity leads to reduced profit in the no bundling and mixed bundling scenarios, whereas the condition in the pure bundling strategy is the opposite; and when the degree of complementarity is adequately large, choosing pure bundling strategy is more profitable.




Research limitations/implications




On the one hand, this study does not calculate the profit sharing ratio, and hence, the equilibrium profit sharing ratio can be explored in future work. On the other hand, marketing efforts (e.g. advertising and promotion) can be included in the study.




Practical implications




This study derives the necessary conditions for the most effective bundling strategy that maximizes firm’s profits, and these conclusions can provide a decision reference to the bundling decisions of firms.




Originality/value




First, the optimal bundling strategies in a horizontal supply chain consisting of two firms is considered. Under the pure and mixed bundling strategies, the two firms sell the bundled product by building a cooperative program. Second, both the pricing policies and quality decisions of supply chain members under the different bundling strategies are studied.

Bundling strategies for complementary products in a horizontal supply chain

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Bundling strategies for complementary products in a horizontal supply chain