by Venkatesh Shankar, Leonard L. Berry, and Thomas Dotzel

This article was published in the Harvard Business Review, November 2009.

As companies look to the future, they will need to pay increasing attention to hybrid offerings (product and service bundles) if they want to increase their top and bottom lines. Hybrid offerings attract new customers and improve demand among existing customers by offering them superior value. They enable firms to broaden their customer base, boost their revenue and profit streams, and improve liquidity at low risk. Considering the rules of hybrid offerings can help executive identify successful hybrid offerings.