Product Complements and Substitutes in the Real World: The Relevance of "Other Products"

Allan D. Shocker, Barry L. Bayus, Namwoon Kim

    Research output: Contribution to journalArticlepeer-review

    116 Scopus citations

    Abstract

    In the real world, buyer demand for a product can depend directly and indirectly on the marketing efforts of "other products" in different categories. The authors offer a behavioral rationale for the existence of the effects of "other products'" marketing efforts and propose a taxonomy of possible intercategory relationships. The discussion enables the authors to identify several promising new research directions.

    Original languageBritish English
    Pages (from-to)28-40
    Number of pages13
    JournalJournal of Marketing
    Volume68
    Issue number1
    DOIs
    StatePublished - Jan 2004

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