Business-to-business (B2B) software-as-a-service (SaaS) providers increasingly bundle add-on services with their core … study involving a B2B SaaS provider further reveals that bundling more add-on services can significantly decrease customer …

using a core product and add-on services. While the functional output of the core product is identical across the products …, product variety is created using add-on services that do not alter the functionality of the core product. The motivation for … positioning of add-on services. We show that for the core product cost below a threshold the firm does not cover the entire market …