Mapping the Research Landscape of Product Bundling in B2B Markets: A Bibliometric Analysis

DOI

10.2991/978-94-6239-754-5_18How to use a DOI?

Keywords

Product Bundling; B2B Marketing; Product-Service Bundling; Bibliometric Analysis; VOSviewer; Research Landscape

Abstract

Product bundling, defined as the practice of combining two or more products or services into a single offering, has become an increasingly important strategy in business-to-business (B2B) markets. Despite its growing adoption, research on product bundling remains fragmented across multiple disciplines, making it difficult to obtain a comprehensive understanding of the field’s development and research directions. This study employs bibliometric analysis using VOSviewer to systematically map the intellectual landscape of product bundling research. A dataset of 373 publications retrieved from Google Scholar was analyzed through keyword co-occurrence network analysis. The study examines publication trends, identifies influential publications, and explores dominant thematic clusters within the literature. The findings reveal several interconnected themes related to business strategy, bundling mechanisms, value creation, B2B relationships, and bundled offerings. The results also indicate that while product bundling research continues to expand, The analysis also followed with indication that there’s growing interest in B2B product bundliing, with the opportunities for further investigation.B2B-specific perspectives remain relatively underrepresented compared with consumer-oriented contexts. By providing a structured overview of the field, this study contributes to a better understanding of the evolution and thematic structure of product bundling research and highlights future opportunities for research in areas such as product-service systems, servitization, digital platforms, and value-based business models.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Hedi Krishna
AU  - Mikael Julian Irsa
AU  - Niken Larasati
PY  - 2026
DA  - 2026/09/02
TI  - Mapping the Research Landscape of Product Bundling in B2B Markets: A Bibliometric Analysis
BT  - Proceedings of the International Conference on Digital Transformation in Business and Organisations (ICDTBO 2026)
PB  - Atlantis Press
SP  - 198
EP  - 213
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-754-5_18
DO  - 10.2991/978-94-6239-754-5_18
ID  - Krishna2026
ER  -