Advance selling through group buying marketing strategies

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Customers are more likely to participate in advance selling if they believe they are getting the best price, perceive the value as high, or believe the product will sell out later. In the article by Zhang & Li (2025), the authors find that advance selling through group buying strategies increases retailer profits no matter if procurement costs are low or high, and outline the practical implications for retailers to best maximise their use of this marketing strategy. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.