Competitive mixed bundling of vertically differentiated products

Illtae Ahn, Kiho Yoon

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


We examine mixed bundling in a competitive environment that incorporates vertical product differentiation. We show that, compared to the equilibrium without bundling, (i) prices, profits and social welfare are lower, whereas (ii) consumer surplus is higher in the equilibrium with mixed bundling. In addition, the population of consumers who purchase both products from the same firm is larger in the equilibrium with mixed bundling. These results are largely in line with those obtained in the previous literature on competitive mixed bundling with horizontal differentiation. Further, we conduct a comparative static analysis with respect to changes in quality differentiation parameters. When the quality gap between brands narrows under no bundling and symmetric mixed bundling, prices and profits decrease. When quality differentiation is asymmetric across products, however, complicated effects occur on prices and profits due to strategic interdependence that mixed bundling creates.

Original languageEnglish
Article number50
JournalB.E. Journal of Economic Analysis and Policy
Issue number1
Publication statusPublished - 2012

Bibliographical note

Funding Information:
∗We thank the editor and two anonymous referees for many invaluable suggestions. The second author acknowledges that this work was supported by a National Research Foundation of Korea Grant funded by the Korean government (NRF-2010-330-B00085).

Publisher Copyright:
Copyright © 2012 De Gruyter. All rights reserved.


  • Competitive bundling
  • Mixed bundling
  • Quality advantage
  • Vertical differentiation

ASJC Scopus subject areas

  • Economics and Econometrics
  • Economics, Econometrics and Finance (miscellaneous)


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