To ally or not to ally?
Subtitle: an exploratory study of participation options in complementary product strategy : commentary
By: Sanjit Sengupta and Louis P. Bucklin
Series: Report -- no. 94-117; Report (Marketing Science Institute) -- no. 94-117
Publisher: Marketing Science Institute
Published: 1994
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 24
Subjects: New products; Marketing; Strategic alliances (Business)
Notes: Discusses a "potentially valuable development and marketing strategy: exploiting product complementarities. Complementary products are those that add value for end users when they are used together. The increasing value of the set of products stimulates demand for the individual products. By joining forces, new entrants and existing players alike can solidify or augment their market positions. At the same time, firms must be selective in matching new product development projects to their core competencies to get the best return on their investment. ...We studied complementary product development in high technology firms, exploring what strategic approaches these firms took and why. Based on interviews with senior managers from R&D, marketing, and strategic planning, we developed a framework for supporting management decision making."--Introd.

"October 1994"--Cover.

Includes bibliographical references (p. 23-24).