Bundling with artificial intelligence methods in purchasing and business-to-business marketing


Spreitzenbarth, Jan ; Stuckenschmidt, Heiner ; Bode, Christoph



Document Type: Conference presentation
Year of publication: 2022
Conference title: 53rd Annual Conference of the Decision Sciences Institute (DSI)
Location of the conference venue: Houston, TX
Date of the conference: 19.-21.11.2022
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Publication language: English
Institution: Business School > Stiftungslehrstuhl für Procurement (Bode 2014-)
Subject: 330 Economics
Keywords (English): artificial intelligence , bundling problem , B2B , purchasing , marketing
Abstract: 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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