Optimal pricing and composition of multiple bundles: A two-step approachRevista : European Journal of Operational Research
Volumen : 259
Número : 2
Páginas : 766-777
Tipo de publicación : ISI Ir a publicación
This paper analyzes the problem facing a firm that must determine the optimal composition and pricing of multiple bundles it supplies to a single market segment. It is assumed the firms competitors does not react in the short run to its decisions and that their bundles prices and characteristics are known. It is further assumed that potential consumers of bundles are rational and maximize a random utility func- tion. The problem is modeled as a mixed integer non-linear program. Though such programs are normally hard to solve using traditional methods, the difficulties are circumvented here by taking advantage of the problems mathematical structure to develop a novel two-phase solution approach. Two aspects of the solution are particularly worthy of note: (1) we demonstrate that the optimal price of a bundle mar- keted by a firm depends on the composition of all the firms bundles, and not on their prices, and on the composition and price of all the competitors bundles in the market, and (2) that if the consumer choice behavior is described by a logit model, then the firms bundles should be very similar to each other.