Interpersonal Bundling

Chen, Yongmin; Zhang, Tianle

doi:10.1287/mnsc.2014.2004

Cited by 30 publications

(14 citation statements)

References 20 publications

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“…In order for the firm to learn from different group sizes, consumers have to be heterogeneous enough. In Chen and Zhang (2015), the market has two types of consumers, the high type and the low type. The number of each type of consumers is randomly drawn from some distributions.…”

Section: Introductionmentioning

confidence: 99%

Use prices as sales agents

2020

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We use a monopoly model with consumer heterogeneity to study the profitability of group buying, in which the discounted price is offered to consumers if more than a certain number of them agree to make purchases. We find that group buying generally outperforms intertemporal pricing but is outperformed by a referral reward program. The optimal minimum requirement depends on parameters. If a consumer and her invitee have homogeneous preference and there is no discount of future utility, a pricing strategy characterized by the low (medium) minimum requirement is always dominated by high minimum requirement, whose profit coincides with one‐person group buying.

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Section: Introductionmentioning

confidence: 99%

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2020

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“…In hindsight, this makes sense. Group pricing can be advantageous for firms due to its effect on information sharing (Jing and Xie, 2011;Chen and Zhang, 2014), but the Solarize campaigns are effective in disseminating information even without group pricing.…”

Section: How Important Is Group Pricing?mentioning

confidence: 99%

Social Learning and Solar Photovoltaic Adoption

Gillingham

Bollinger

2021

Management Science

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Growing literature points to the effectiveness of leveraging social interactions and nudges to spur adoption of prosocial behaviors. This study investigates a large-scale behavioral intervention designed to actively leverage social learning and peer interactions to encourage adoption of residential solar photovoltaic systems. Municipalities choose a solar installer offering group pricing and undertake an informational campaign driven by volunteer ambassadors. We find a causal treatment effect of 37 installations per municipality from the campaigns and no evidence of harvesting or persistence. The intervention also lowers installation prices. Randomized controlled trials based on the intervention show that selection into the program is important, whereas group pricing is not. Our results suggest that the program provided economies of scale and lowered consumer acquisition costs, leading to low-cost emission reductions. This paper was accepted by Matthew Shum, marketing.

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“…Most of the research conducted on innovative pricing strategies focuses on B2C rather than B2B context (Chen & Zhang, 2015). A number of possible avenues for innovation in B2C…”

Section: Pricingmentioning

confidence: 99%

Marketing innovation: a systematic review

Purchase

Voléry

2020

Journal of Marketing Management

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This study aims to investigate the development of 'marketing innovation' defined as the implementation of new marketing practices involving significant changes in the design, distribution, promotion or pricing of a product or service. Drawing on a sample of 289 articles, we conduct a systematic review to provide conceptual, methodological and thematic guidance for scholars interested in studying marketing innovation. Our findings suggest while marketing innovation is often merged with the dominant technological focus underpinning product or service innovation, there is a growing trend to consider the innovation potential offered by the development of new distribution channels, branding strategies, communication types or pricing mechanisms. Digitisation, a key driver for marketing innovation, enables new communication methods, branding strategies, offering designs, and transaction settings. We find that the resource-based view, market orientation and diffusion of innovation perspectives have been the favoured theoretical anchors used to investigate marketing innovation. Yet, there is a growing trend to focus on co-creation, service-dominant logic and user community perspectives.

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Interpersonal Bundling

Cited by 30 publications

References 20 publications

Use prices as sales agents

Use prices as sales agents

Social Learning and Solar Photovoltaic Adoption

Marketing innovation: a systematic review

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