Hybrid Bundles (Venkatesh Shankar)

Speaker(s): Venkatesh Shankar
Presentation Date: May 2017
In increasingly competitive markets, B2B companies need new ways to innovate, drive revenues, and create competitive advantage. By creating a hybrid bundle—an offering that combines a product with a service---firms can improve their top and bottom lines. However for a hybrid bundle is to be successful, managers need to understand which potential combinations are most appropriate under what conditions. In this webinar, Dr. Shankar, based on his extensive research on hybrid bundles, presents a framework to successfully design and price hybrid bundles. He introduces and explains four rules that help managers discover which hybrid combination is most likely to be successful for their firm.

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