• 유통과학연구
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• 제13권10호
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• pp.15-21
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• 2015

Purpose - This study examines a bundling effect on production and distribution in a patent-protected industry. Despite the heavy use of bundling strategies in the information and technology industry, literature has paid scant attention to bundling of intellectual property rights. This study examines a theoretical exploration of the bundling effect on licensing behavior. Research design, data, and methodology - To address this behavior, we build a simplified model consisting of three stages: 1) bundling decision, 2) licensing agreement, and 3) competition. The subgame perfect Nash equilibrium is applied to the model. Results - A single-patent holder with superior technology grants its own license to the multiple-patent firm, thereby leaving the market. Anticipating the single right holder's licensing strategy, the multiple-patent firm offers a bundle, making the single-right holder's bargaining position weaker. Conclusions - Bundling is an effective business strategy, resulting in multiple products for a firm as it faces other firms with single-product lines in each market. Taking advantage of the multi-patent or multi-product lines, the firm utilizes the bundling strategy obtaining better technology from the standalone single-patent firms.

• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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• pp.100-106
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• 2023

Bundling has become a general promotion strategy in mobile shopping context. Previous research on bundling has mostly focused on bundle frame or price frame. Even though consumers are searching and purchasing the product in mobile channels, little research has investigated the effects of bundling in mobile shopping. The objectives of this study is to examine how different product image of bundle affects consumer's perception and purchase intention differently, and how brand familiarity moderate this influence. A sample of 140 subjects participated in a within-subjects experiment. A bundling composed of two different product image (a single product vs. bundled products) was evaluated by individuals. Brand familiarity (familiar brand vs. unfamiliar brand) were manipulated to test a set of hypotheses. We found that the effectiveness of bundling does not depend on the type of product image and brand familiarity. The findings of our study provide some implications for researchers and marketers. Although there have been studies on the effects of bundle framing on consumer behavior, we suggest new insights regarding bundling based on product image and mobile shopping context.

• 경영과학
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• 제32권2호
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• pp.37-50
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• 2015

The number of contracts for bundling services in a domestic telecommunication market records 1.3 miilion as of the first half year in 2007, and steadily increased to 8.97 million in 2010, to 12.76 million in 2013. In 2014, 70.4% of telecommunication service consumers are found to subscribe to bundling service. Bundling services provide consumers with benefits such as price discount, convenience, increase ARPU. However, a market dominant player in a specific market may transfer its market power to another market by selling bundling services. SSNIP has been adopted to provide a market definition. However, SSNIP is not suitable to measure the effect of market power transition through bundling services because SSNIP cannot measure the effect of changeover sales of bundling services. Thus, in this study, we have investigated the effect of market power transition through bundling services reflecting market power effect and quality upgrade using Gross Upward Market Power Pressure Index metho and reviewed UPP and derivative UPP models.

• 한국정보통신학회논문지
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• 제13권2호
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• pp.207-214
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• 2009

본 연구에서는 결합상품 서비스 제공에 대한 경제적 이론을 분석한다. 먼저, 번들링의 부정 적 측면을 강조한 연구에 대해 분석한다. 그 다음에는 번들링의 경쟁중립적 효과에 대한 연구를 분석한다. 이는 번들링의 부정적 측면에 대한 반박이라 할 수 있다. 그 다음에는 번들링에 영향을 주는 주요 상환들을 정리하고 각 상황하에서 번들링의 제반 효과에 대해 분석한다. 번들링은 경쟁기업을 저지함으로써, 사회 전체의 효율을 떨어뜨리기는 하지만, 어떠한 경우에는 경쟁을 저지하는 역할을 수행하지 않고 오히려 후생을 증대시키는 역할도 한다. 마지막으로 순수번들링에 대한 허가기준, 동등접속의 요건 설정, 결합요금규제로서 할인율 제도, 사전규제와 사후규제, 그리고 요금적 정성 규제에서 약탈적 가격에 대한 기준 등 번들링에 대한 정책적 접근방안을 제시한다.

• 디지털융복합연구
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• 제12권7호
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• pp.11-20
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• 2014

단말기와 서비스의 번들링(bundling)이 단말기보조금의 홍역과 자원낭비 및 고가(高價)단말기-고(高)통신요금 구조의 악순환 등 국내 이동통신산업이 안고 있는 많은 문제점의 근본적인 원인임을 분석한다. 번들링은 시장의 투명성을 약화시켜 소비자가 가격혼동을 겪게 하고 단말기시장과 서비스시장의 독과점화를 심화시키며 서비스품질과 통신요금인하경쟁 대신 단말기보조금 지급 위주의 경쟁패턴을 초래한다. 이는 이동통신요금의 상승요인으로 작용하여 소비자후생을 저하시키고 가격차별로 인해 소비자간 형평성 문제를 야기한다. 이러한 문제의 근본적인 해결을 위해서는 단말기와 서비스의 번들링 해체가 필요함을 제기한다. 기존의 번들링을 허용하면서 단말기의 개별 판매를 추진하는 혼합번들링(mixed bundling)은 번들링이 우월적 전략(dominant strategy)이 되기 때문에 그 효과에 한계가 있음을 지적하고, 규제정책의 시사점으로 단말기와 서비스의 완전 분리가 필요함을 제시한다.

• 아태비즈니스연구
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• 제5권2호
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• pp.51-64
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• 2014

Strategic bundling of Human Resource Management (HRM) practices among themselves works together as an entire HRM system rather than individual HRM practices to achieve organizational objectives. The bundles of HR practices support the effectiveness of one another assuming the effectiveness of any practice depends on other practices in place. It is said that the greater the total degree of bundling among the various components of HRM policies and practices, the more will be the organizational outcomes. Realizing these facts, this study aimed to explore the level of strategic bundling and examined the impact of such bundling on organizational performance to the publicly listed companies of Nepal. This empirical study is based on description and exploratory design for which data collected through the questionnaire based on 5-point liker scale. Total population of the study at the time of data collection are 234 organizations publicly listed in Stock Exchange of Nepal. Questionnaire is distributed to all organizations listed, response received from 105 organizations, as a unit of analysis, which is fairly good response. The study of strategic bundling of HRM practices perhaps the first study in Nepal, found that only 32 percent organizations have followed high bundling HR practices and these high bundling organizations are significantly different with low bundling organizations. Business organizations are trying to practice being close association of HRM policies and practices within them except labor relation with employee participation and business strategies. Supporting to the international literature, strategic bundling of HRM practices among themselves shows statistically significant effects on quality of product or services, labor productivity, financial performance, employee satisfaction, rate of innovation, employee commitment and market share.

• 한국콘텐츠학회논문지
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• 제14권5호
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• pp.356-363
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• 2014

LTE서비스가 도입된 이래, 지속적인 기술발전과 융 복합서비스에 대한 수요확대 등으로 정보통신서비스를 위한 결합상품 마케팅도 증가하고 있다. 본 논문에서는 통신서비스의 결합상품 마케팅 전략을 수립하기 위하여 LTE서비스 사용자의 결합상품 이용여부에 따른 사용자 특성을 분석하고 있다. 결합판매동기이론과 합리적 행위이론, 혁신확산이론을 근거로 하여 주관적 규범, 혁신성과 같은 사용자 특성 변수를 도출하였으며 결합상품 이용여부에 따라 각 변수들의 평균값이 어떻게 차이가 나는지 T-검증을 통하여 실증분석을 하였다. 분석결과, LTE서비스 사용자의 주관적 규범과 혁신성 변수는 결합상품 여부에 따라 평균값 차이가 있었으며 그 값은 결합상품 가입자가 더 큰 것으로 나타났다. 결과적으로 결합상품의 판매를 확대하기 위하여, 첫째 더 혁신적인 가치를 제공할 수 있도록 제품이나 서비스 설계가 이루어져야 할 것이며, 둘째 주변사람들의 영향력을 바탕으로 한 입소문마케팅 전략이 효과적일 수 있음을 알 수 있었다.

• 한국공작기계학회논문집
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• 제17권6호
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• pp.56-62
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• 2008

An Allium-odorum is difficult material to handle because it is soft and weak mechanically. For bundling work of allium-odorum, we must grip in the bundle shape of unit weight. However it is difficult to grip allium-odorum by hand because the bundle bulk is very big. Especially, in packing work, the bundle shape of allium-odorum package is more important than other vegetables because the sale price depend on the bundle shape. In this paper, we propose bundling mechanism for a rectangular shape, and semi-auto bundling mechanism by a eccentric roller and a triangular link. We carry out mechanical model and analysis respectively using the CATIA V5 and SimDesigner. We have manufactured the prototype of the semi-automatic bundling machine, and got satisfied result through field test. This machine is in the process of commercialization.

• 경영과학
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• 제31권4호
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• pp.75-92
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• 2014

Broadcast-telecommunication bundling services provide customized services and reduce household telecommunication costs, contributing to the improvement of users' welfare. However, following the recent fierce competition of broadcast-telecommunication providers, the Korea Communications Commission, an organization that regulates promotional gifts and fee-reduction benefits to attract subscribers, has imposed a series of regulations. The excessive offering of promotional gifts can distort fair market competition and damage users. Yet if all bundling services are regulated uniformly, some benefits for users may be reduced, and the autonomous marketing competition of service providers may be restricted, thereby shrinking the entire communications market. Therefore, this study attempts to investigate domestic and foreign regulations on promotional gifts and other offerings related to broadcast-telecommunication bundling services, to analyze problems with respect to the current regulations and to propose an improvement plan. The study asserts that it is necessary to improve the violation decision criteria of the Korea Communications Commission and its regulations on broadcast-telecommunication service providers' promotional gifts in order to regulate the bundling services reasonably. In addition, it proposes a proper regulation of the OTS(Olleh TV Skylife) product, a new service emerging in the evolution of the bundling service type.

• 한국생산제조학회지
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• 제18권4호
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• pp.375-380
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• 2009

In this paper, it has been proposed an automatic vegetable bundling mechanism that makes use of heat melt sticking. The proposed mechanism is consisted of three modules for the rationality of manufacture. Design specification has been determined by the bundling mechanism that was optimized mechanically. And, it has been manufactured the prototype of the automatic bundling machine. It has been carried out directly the field test for verification of performance in farmhouse which produces vegetable. In field test, this bundling machine showed efficiency of about 3.6 times than the manual working by manpower, and other performance it got satisfied result. This automatic vegetable-bundling machine was already registered as the agricultural machine. and This machine will be commercialized soon.