Legal Developments in Marketing

Werner, Ray O.

doi:10.1177/002224299105500207

Cited by 3 publications

(3 citation statements)

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“…This is valuable in view of the limited attention devoted to a clear delineation of the legal rules on bundling in the marketing, economics, and law literature. In particular, the marketing literature avoids all discussion of the legality of bundling, though it covers the legality of truth in advertising or price discrimination substantially (also see Werner 1991Werner , 1993). Yet bundling is pervasive in marketing and is as important as price discrimination or advertising.…”

Section: Legality Of Bundlingmentioning

confidence: 99%

Strategic Bundling of Products and Prices: A New Synthesis for Marketing

Stremersch

Tellis

2002

Journal of Marketing

611

410

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Bundling is pervasive in today's markets. However, the bundling literature contains inconsistencies in the use of temis and ambiguity about basic principles underlying the phenomenon. The literature aiso iacits an encompassing dassification of the various strategies, dear ruies to evaiuate the legaiity of each strategy, and a unifying framework to indicate when each is optimal. Based on a review of the marketing, economics, and iaw iiterature, this artide deveiops a new synthesis of the fieki of bundiing, which provides three important benefits. First, the articie clearly and consistentiy defines bundiing terms and identifies two key dimensions that enabie a comprehensive ciassification of bundiing strategies. Second, it fbrmuiates ciear ruies for evaiuating the legaiity of each of these strategies. Third, it proposes a framework of 12 propositions that suggest whk:h bundiing strategy is optimai in various contexts. The synthesis provides managers with a framework with which to understand and choose bundiing strategies, it aiso provides researchers with promising avenues for further research.

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Section: Legality Of Bundlingmentioning

confidence: 99%

Strategic Bundling of Products and Prices: A New Synthesis for Marketing

Stremersch

Tellis

2002

Journal of Marketing

611

410

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“…According to Werner, the companies should use cost-saving strategies. Grunig believes that public relations programs are the key to cost-effective marketing [1]. For example, McDonald's reduced costs by optimizing supply chain management, such as reducing waste and reducing raw material costs.…”

Section: Use Well-thought-out Cost-saving Strategiesmentioning

confidence: 99%

“…For example, Citigroup started supporting certain community services to enrich its brand story and promote its brand. Lawrence R. Werner says that companies should increase consumer awareness of their products or services [1]. For example, Kellogg's invested heavily in advertising to help the cereal brand gain more consumer attention and quickly established its product as a breakfast staple that continues to this day.…”

Section: Boost Their Profilementioning

confidence: 99%

Strategic Responses in a Market Crisis: A Cross-Industry Comparative Analysis During the Subprime Crisis and Epidemic of 2008

Shi,

Pan,

Xia

et al. 2024

AEMPS

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This thesis examines two different types of market challenges, the financial crisis, and the pandemic crisis, and seeks similarities and draws conclusions by summarising and analyzing the coping strategies of industries under the 2008 financial crisis and comparing them with those of related industries under the current pandemic crisis. It is found that cost control and enhancement of corporate image are two commonly used strategies during the crisis, with the former helping to maintain competitiveness during the crisis and the latter facilitating the enhancement of brand value. In addition, new market development and the development of new business models are also effective strategies to cope with crisis. The study cases include Tesla, China Southern Airlines, and McDonald's, and by analyzing the coping strategies of these companies during the crisis, some strategies that can cope with both the financial crisis and the pandemic crisis have been derived. However, given the limitations of the number of cases, the coverage of the findings of this study could be improved. Future research could further explore coping strategies in public relations crises and political crises.

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