Conceptually meeting expectations of Generation Y by building personalised-customised hybrid bundles to target action sports consumers

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dc.contributor.authorParris, Denise Linda
dc.date.accessioned2020-12-17T15:44:58Z
dc.date.available2020-12-17T15:44:58Z
dc.date.issued2014-04-03
dc.description.abstractThis 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.en_US
dc.description.peerreviewYesen_US
dc.identifier.citationParris, 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.2013.055685en_US
dc.identifier.doi10.1504/IJRM.2013.055685en_US
dc.identifier.urihttps://hdl.handle.net/11244/326631
dc.languageen_USen_US
dc.subjectRevenueen_US
dc.subjectAction Sportsen_US
dc.subjectGeneration Yen_US
dc.subjectMulti-channel customer managementen_US
dc.subjectBrandingen_US
dc.subjectPersonalised-customised hybrid bundlesen_US
dc.titleConceptually meeting expectations of Generation Y by building personalised-customised hybrid bundles to target action sports consumersen_US
dc.typeArticleen_US
ou.groupMichael F. Price College of Businessen_US

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