Price bundling is a potentially powerful method to exploit profit potentials and to maximize profits in any multi-product company. In this presentation of the technique, Hermann Simon and Martin Fassnacht explain that the heterogeneity of demand is reduced and customers' willingness to pay is...

Purpose – The purpose of this paper is to address the on-going debate in research on how a luxury brand ' s image of exclusiveness and uniqueness may be preserved in the ubiquitous mass medium internet. Specifically, the study aims to provide insights on how luxury brand homepages should be...

Purpose – Luxury goods manufacturers have long been hesitant to adopt the internet as a channel of distribution. A luxury brand’s concept of exclusiveness is seemingly incompatible with the ubiquitous accessibility provided by the mass medium internet. The purpose of this paper is to address...