====== Tying ======

Tying: A Strategy to Boost Sales

In the realm of marketing and sales, the concept of “tying” plays a crucial role in boosting revenue and market share. Let’s delve into the definition, advantages, and implications of this strategy.

What is Tying?

Tying is a marketing strategy that involves bundling two or more products or services together and selling them as a single package. The seller conditions the sale of the desired product or service on the purchase of an additional product or service. For example, a software company might require customers to purchase a specific operating system in order to use their software.

Advantages of Tying

  • Increased Sales: Tying can boost sales by creating a sense of urgency and perceived value. Customers may be more inclined to purchase a bundled package than individual products or services separately.
  • Higher Profits: Bundling can lead to higher profits by leveraging the demand for the desired product or service to sell additional items.
  • Market Share Expansion: Tying can help companies expand their market share by targeting customers who may not have considered their products or services individually.
  • Customer Lock-in: By tying products or services together, companies can create customer lock-in, making it more difficult for competitors to enter the market.

Legal Implications

While tying can be an effective marketing strategy, it also raises legal concerns under antitrust laws. In certain jurisdictions, tying may be considered an anti-competitive practice if it:

  • Unreasonably restrains trade
  • Creates a monopoly or reduces competition
  • Harms consumers

Recent Legal Case: Google and the EU

In 2017, the European Union (EU) imposed a record fine of €2.4 billion on Google for abusing its dominant position in the online search market through tying practices. The EU found that Google had tied its Android operating system to its Google Search and Google Play Store services, giving Google an unfair advantage over competitors.


Tying is a valuable strategy for businesses to boost sales and market share. However, companies must carefully consider the legal implications and ensure that their tying practices comply with antitrust laws. By understanding the definition, advantages, and potential risks of tying, businesses can effectively leverage this strategy to achieve their business goals.

Secondary Keywords:

  • Bundling
  • Antitrust Laws
  • Anti-competitive Practices
  • Customer Lock-in
  • Market Dominance