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  • September 2014
  • Article
  • Marketing Letters

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
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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.

Keywords

Decision Choices and Conditions; Consumer Behavior

Citation

Berry, Steven T., Ahmed Khwaja, Vineet Kumar, Andres Musalem, Kenneth C. Wilbur, Greg Allenby, Bharat Anand, Pradeep K. Chintagunta, W. Michael Hanemann, Przemyslaw Jeziorski, and Angelo Mele. "Structural Models of Complementary Choices." Marketing Letters 25, no. 3 (September 2014): 245–256.
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About The Author

Bharat N. Anand

Strategy
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  • Dominion Voting Systems v. Fox News By: Vincent Pons, Jesse M. Shapiro, Bharat Anand and Susan Pinckney
  • Why Multibusiness Strategies Fail and How to Make Them Succeed By: Bharat Anand and David J. Collis
  • Danaher Corporation (Abridged) By: Bharat Anand, David J. Collis and Sophie Hood
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