Innovation by the bundle

Innovation by the bundle
Document type
Roussel, Charles; Nunes, Paul
Date of publication
1 September 2003
Institute for High Performance
Trends: economic, social and technology trends affecting business, Marketing: all aspects of marketing, advertising and public relations
Business and management
Material type

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This paper reveals that instead of selling products or services separately, innovative companies can bundle them into what Accenture calls lifestyle solutions: a combinations of products and services that are more valuable than the simple sum of their parts, because they serve the customer from the customer’s perspective. A lifestyle solution can be designed to solve a particular problem, such as getting a consumer through the daily bottleneck caused by a lack of time. Or it can dramatically enhance a consumer’s enjoyment, say, by improving a travel or entertainment experience. The paper finds that consumers will pay a premium for such lifestyle solutions, and they will remain highly loyal to those that deliver real value. Lifestyle solutions also create new opportunities for growth, allowing companies with struggling brands to build new ones based on different value propositions.

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