Bundling Information Goods of Decreasing Value

Consumers’ average value for information goods, websites, weather forecasts, music, and news declines with the number consumed. This paper provides simple guidelines to optimal bundling marketing strategies in this case. If consumers’ values do not decrease too quickly, we show that bundling is approximately optimal. If consumers’ values to subsequent goods decrease quickly, we show by example that one should expect bundling to be suboptimal.

• 저널Management Science · 51(4) · 662–667
• 토픽Digital Platforms and Economics · Strategy and Management
• DOI10.1287/mnsc.1040.0344
• 저자Xianjun Geng, Maxwell B. Stinchcombe, Andrew B. Whinston