We present research examining how bundling is approached in purchasing and business-to-business marketing, and what value the emergence of artificial intelligence can provide to make better decisions. Both sides of the coin approach the bundling problem differently and must handle distinct challenges when determining and implementing optimal bundling policies. Still, there is a potential to learn from another theoretically by considering the current state-of-the-art approaches – and practically through a case study in the automotive industry that is currently conducted in particular through text analysis to propose bundles and supervised learning in order to continuously learn from feedback.
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