José M. Barrutia Legarreta and Carmen Echebarria Miguel
This article proposes a new approach to bundling for both the marketing of services and relationship marketing. Reviews the literature on both bundling and relationship marketing…
Abstract
This article proposes a new approach to bundling for both the marketing of services and relationship marketing. Reviews the literature on both bundling and relationship marketing and puts forward a new theoretical approach. Uses the case method as a means of defending the argument and justifies its use in this specific research project. Demonstrates that collaborative relationship bundling can constitute the strategic core of a company; at least, if the firm's primary goal is to maximise the opportunities of attracting valuable customers within competitive markets. Research bears out some results from previous studies, while it finds other results to be questionable. Shows that the strategic implications of bundling are only partially explained in terms of a price or product focus, which was what previous research had concentrated on. A specific price bundle can have more strategic implications than a different specific product bundle, due to the associative power of bundling and its interactive capacity. As an essential part of this approach, a company must define bundling through an in‐depth appraisal of the actual contextual experience of the customer, rather than focusing solely on reservation prices, which is where previous literature had laid its main emphasis. Calculates the lifetime value of the average customer attracted through bundling as compared to that of the average customer in the sector studied, and thus is able to demonstrate that the customer attracted through bundling is of greater value. The case method provides an in‐depth explanation but the results it provides may not necessarily be generalised into other contexts. Develops therefore a model to identify the factors that explain the success registered in the case selected for analysis. Puts forward 11 propositions suitable for comparative application in other contexts.
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Departing from a so-called “modern civil service” as an ideal type, this chapter evaluates the status of public personnel management in Latin America. Such an ideal model is…
Abstract
Departing from a so-called “modern civil service” as an ideal type, this chapter evaluates the status of public personnel management in Latin America. Such an ideal model is considered a mix between the organizational principles of the traditional civil service and those of the new public management perspective. First, the chapter presents the different phases that public management practices have undergone in some developed countries. Secondly, following several studies and data provided by the IADB, the level of development of several civil service systems in Latin America is analyzed and several of their construction–destruction–reconstruction patterns are presented. Lastly, the cases that most approach a modern civil service are discussed and some recommendations offered to reformers in this region.