Article | Marketing Letters | September 2014

Structural Models of Complementary Choices

by Steven T. Berry, Ahmed Khwaja, Vineet Kumar, Andres Musalem, Kenneth C. Wilbur, Greg Allenby, Bharat Anand, Pradeep K. Chintagunta, W. Michael Hanemann, Przemyslaw Jeziorski and Angelo Mele

Abstract

Complementary choices are important and pervasive yet occasionally elusive. Single consumers make complementary choices in purchase decisions (e.g., chips and salsa), product inter-operabilities (smartphones and networks), and dynamic decisions (current exercise and future healthcare consumption). Multiple consumers make complementary choices when they interact in strategic games or form networks. Firms make complementary choices when determining production inputs, entering related markets, and strategic mergers.

Citation:

Berry, Steven T., Ahmed Khwaja, Vineet Kumar, Andres Musalem, Kenneth C. Wilbur, Greg Allenby, Bharat Anand, et al. "Structural Models of Complementary Choices." Marketing Letters 25, no. 3 (September 2014): 245–256.