Bundling products to success: The influence of complementarity and advertising

Ruiliang Yan, Chris Myers, John Wang, Sanjoy Ghose

Research output: Contribution to journalArticlepeer-review

45 Scopus citations


This study investigates the strategic influence of product complementarity and advertising on the success of bundling products. We use a profit maximization model to show that when a firm sells bundled products, both the product complementarity and advertising significantly impact the performance of bundled products. The bundling strategy with advertising can help firm achieve higher performance than the bundling strategy without advertising. However, the price discount to the identical products must be attractive to customers and the degree of product complementarity to the complementary products must be large enough, and then the bundling strategy with advertising can obtain a success in the market. Furthermore, our results also show that when the degree of the complementarity between two products increases, firm should invest less on advertising to promote the bundled products. Based on our results, we propose optimal marketing strategies for firms to adopt. Firm managers can utilize our findings to plan their bundling strategies wisely.

Original languageEnglish
Pages (from-to)48-53
Number of pages6
JournalJournal of Retailing and Consumer Services
Issue number1
StatePublished - Jan 2014


  • Advertising
  • Bundling
  • Marketing strategy
  • Product complementarity


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