Parris, Denise Linda2020-12-172020-12-172014-04-03Parris, D. (2013). Conceptually meeting expectations of Generation Y by building personalised-customised hybrid bundles to target action sports consumers. International Journal of Revenue Management, 7(2), 138-154. https://doi.org/10.1504/IJRM.2013.055685https://hdl.handle.net/11244/326631This paper conceptually explores how bundling could lead to greater revenue and brand loyalty in the action sports industry by meeting the expectations of Generation Y. The author defines personalised-customised hybrid bundles and proposes using these bundles to target Generation Y action sports consumers. Generation Y grew up in an even more media-saturated and brand-conscious world then their parents. They use brands for self-expression to define what is 'cool' and seek counter cultures such as action sports. They expect a virtual dialogue with companies and comparison shop quickly. The author explores how bricks-and-clicks retailers can sell distinct products with different costs in a bundle through utilising multi-channel customer management (MCM) in combination with customer's self-selection. A conceptual model is developed explaining how action sports capture Generation Y, and a second model demonstrates how MCM combined with customer self-selection can be used to create personalised-customised hybrid bundles.RevenueAction SportsGeneration YMulti-channel customer managementBrandingPersonalised-customised hybrid bundlesArticle10.1504/IJRM.2013.055685