The dematerialization and servitization of products being brought about by the fourth industrial revolution (Industry 4.0) is making it imperative for platform businesses to look at consumers and suppliers from a lifetime value perspective. This technical note compares two fundamental strategic marketing perspectives: the push strategy and the pull strategy, using simple systems-dynamics and agent-based models. The models, developed using Vensim and .....more

The president of the Engineering and Research and Development Services (ERS) division at HCL Technologies Ltd. (HCL) congratulated the Boeing Company (Boeing) on the maiden flight of its 787 Dreamliner jet airliner on December 15, 2009. Out of the many companies working on the 787 Dreamliner project, HCL was the only Indian information technology services firm to be selected for the project. As part of the project, HCL worked closely with Boeing, .....more

Teaching note for product 9B17M151.

This technical note explores the working mechanisms of bundling—the practice of selling two or more separate products or services as one package. The note also explains various types of bundles, including pure bundles, price bundles, and product bundles. The note uses graphical illustrations, analytical techniques, and spreadsheet simulations to discuss the working principles of each bundling type and the economic logic of bundling. Also discussed .....more

Exercise to accompany product 9B17A048.

Exercise to accompany product 9B17A048.