Product bundling strategies in Swedish markets: links to business orientation and perceived effects on consumer influence

Product bundling is an increasingly important marketing strategy within many industries, and consumer influence on companies' ranges of product bundles is, thus, becoming an important issue. The aim of this study was to investigate product bundling strategies consumers are exposed to by some selected companies in the Swedish automobile, travel and banking industries. Bundling strategies were considered in relation to business orientation as well as the consumer's potential to influence the product bundles offered by these companies. Fourteen qualitative telephone interviews were conducted with senior representatives from the three sectors. Interview respondents were selected in cooperation with their respective companies. Results underwent interpretative analysis, and the findings indicated that business orientation is linked to product bundling techniques and to the type of customer influence on product bundling. Consumers were exposed to mixed and complementary bundling strategies, and customers of companies that apply a market orientation were found to have greater opportunities to influence product bundles directly, whereas companies that apply a production‐oriented approach were less able to respond to their customers' wishes. Consumer influence on the product bundles of production‐oriented companies was found to be of a more indirect nature.