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2015 | nr 2 (12) | 39--44
Tytuł artykułu

Usage of Assumptions of Value-Based Pricing in Bundling Strategy

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The purpose of this article is to present the bundling strategy on the background of pricing strategy based on value (value-based pricing, VBP). The authors have attempted to identify the convergence of the two approaches and specifically to show the possibilities of using the assumptions VBP strategy in bundled offerings. Service/product bundling is becoming more and more popular, however, it does not guarantee success if it is not based on the premise of offering and communicating real value for the customer. Popularity of bundled offers on the Polish market while also a lack of understanding of the bundling essence are the main reasons for choice of such a topic. The authors formulated for bundled offers providers some tips based on the crux of strategy based on values.(original abstract)
  • Maria Curie Skłodowska University
  • Maria Curie-Skłodowska University in Lublin, Poland
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