Herbst, Uta; Kemmerling, Birte; Neale, Margaret Ann - In: Journal of Business & Industrial Marketing 32 (2017) 4, pp. 580-586
Purpose While industrial marketers have long bundled their products and services to sell them as packages, to what extent should negotiators also rely on packaging their offers? Clearly, negotiating at a package level can tax the cognitive capacity of the involved parties at some point....
