The optimal choice of a decision-making structure in alliances and other combined ventures is an important yet underexplored question. There is no single theory that predicts what types of decision-making structures will be optimal in different alliances. Existing research, while offering...

Drawing from mental accounting, reference price, attribution and categorization theories, we propose that bundle price discounts will influence perceived prices and quality of the individual bundle components, thus influence purchase intentions. Meanwhile, we investigate how these bundling...