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Keywords: Dynamics.
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (7): 1545–1579.
Published: 02 July 2026
... is limited by the constraints of meta-analysis, including reliance on quantifiable metrics and existing studies. Underexplored areas in bundling include digital-native bundling formats – such as artificial intelligence-personalized or dynamic generated bundles–, business-to-business contexts and non-US...
Includes: Supplementary data
