Master of Business Administration

and a rental car (Dolan, 1987), music systems come as a bundle packages include airfare, lodging, and a rental car. Considerable economic of the speakers, amplifier, stereo, and graphic equalizer, and research has focused on the change in profits and consumer surplus that razors and razor blades are routinely sold together. Although ensues if bundles are offered. There is relatively little research in marketing some bundles are obvious (e.g., razors and blades), others are that deals with bundling, however. In this article we concentrate on some far less so (e.g., Coca-cola and discount tickets to Great tactical issues of bundling, such as which types of products should be bundled, Adventure amusement park, Butterball turkey and discount on what price one can charge for the bundle, and how the price of the bundle Florofax flowers, Kraft products' proof of purchases to receive should be presented to consumers to improve purchase intent. For example, a dinosaur version of the Pictionary game, Giant Eagle Grocers we hypothesize that bundles composed of complements or equally priced register tapes for a discount on an Apple Computer, and so goods will result in higher purchase intention. We also hypothesize that price on). Given the widespread use of bundles, it seems important increases will result in larger purchase intention changes than price decreases, to gain an understanding of what makes them work. Further, we expect that the presentation format for describing the price of Considerable research has focused on bundling from an ecothe bundle will influence purchase intention in general, and, depending on nomic viewpoint. The major output of this work has been to the price level of the bundle, different presentation formats will result in explore the conditions under which bundling is an optimal higher purchase intention. Finally, we hypothesize that purchase intention strategy. This research suggest that the profitability of a bunchanges associated with different price levels will be higher for subjects who dling strategy is likely to be influenced by, among other things, are familiar with the products than for subjects who are less familiar with customers' reservation prices for the component products the products. We used an interactive computer experiment conducted among (Adams and Yellen, 1976; Burstein, 1960; 83 Master of Business Administration (MBA) students to test our hypothe-Stigler, 1968;; Telser, ses. Our findings suggest that: (1) bundles composed of complements have 1979). shows that bundling will be profita higher purchase intent than bundles of similar or unrelated products, (2) able when the SD for the reservation price of the bundle is less consumers are more sensitive to a bundle price increase than to a bundle than the sum of the SD for the bundle components. Telser (1979) price decrease of equal amounts, (3) different presentation formats for focuses on superadditivity between reservation prices of the describing the price of the bundle influence purchase intention, and (4) more bundle components or complementarity as reasons for profitfamiliar subjects respond to different presentations of equivalent bundles ability of bundling. in different ways than less familiar subjects. We did not find any support

As successful tourism firms invest heavily in marketing to defend or improve their competitive position, they increasingly need to measure their marketing performance. Previous studies related to tourism have largely focused on financial and operational performance, but the marketing perspective has been largely overlooked. Drawing on an in-depth investigation involving 12 hotel chains, 8 travel agencies and 8 tour operators, this study provides an overview of the state-of-the-art marketing performance measurements among some of the leading tourism firms in Italy. Several issues and unanswered questions are also identified.

O presente trabalho visa propor um sistema de indicadores de desempenho de projetos, a partir da análise da importância dos critérios de sucesso em projetos. A abordagem metodológica foi a de pesquisa-ação desenvolvida em uma empresa de engenharia, com atuação em diversos setores. Foram utilizadas várias fontes de evidência, tais como análise do atual sistema de indicadores da empresa, análise dos projetos nas bases de dados e entrevistas com representantes do escritório de projetos e com gerentes de projeto. Os resultados da pesquisa apontam para a falta de amarração causa e efeito do sistema de indicadores da organização, bem como da falta de tratamento diferenciado para os diferentes tipos de projeto e de stakeholders da organização. O sistema de indicadores de desempenho proposto busca mitigar essas lacunas encontradas, cujo projeto piloto é flexível o suficiente para captar essas diferentes necessidades.