Impact & Expertise

Industrial Goods Publications

  • The Joy of Bundling: Assessing the Benefits and Risks

  • David Rickard
  • January 2008
  • Companies can create compelling value propositions that boost sales, improve price realization, and cement customer loyalty by putting together multiple products, or products and services, to be sold as a package. But too often decisions to bundle or not to bundle are based on anecdotal information and hunches. The author offers a better way: a systematic analysis of the degree of overlap among the constituent products or services in terms of sales, purchasing decision-makers, and end users.
  • Read more on bcg.perspectives

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  • Asia's Century: Where and How to Win in Asia
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All Industrial Goods Publications
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