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Choosing the Quality of the Fit between Complementary Products

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  • Maxim Sinitsyn

Abstract

In this paper, I examine how firms should position their complementary products. I assume that there are two competing firms, each producing two complementary products. Each firm decides whether to employ strategies that enhance the quality of the fit (the degree of complementarity) between its pair of complementary products before competing in prices. The consumers have heterogeneous tastes for the four possible bundles. They are willing to pay a price premium in order to purchase a bundle from the same firm if this firm chose to make such bundle more attractive. I find that increasing the degree of complementarity between a firm's complementary products intensifies price competition and often leads to smaller profits. Only when complementarity‐enhancing strategies significantly increase the demand for a firm's matching bundle, does the firm benefit from employing them. The highest profits for both firms are obtained when both firms do not employ complementarity‐enhancing strategies. Deteriorating the quality of the fit between one's own and a rival's complementary products is never profitable.

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  • Maxim Sinitsyn, 2016. "Choosing the Quality of the Fit between Complementary Products," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 25(1), pages 161-178, March.
    • Handle: RePEc:bla:jemstr:v:25:y:2016:i:1:p:161-178
    DOI: 10.1111/jems.12136
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    References listed on IDEAS

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    1. Ryan Rahinel & Joseph P. Redden, 2013. "Brands as Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1290-1299.
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    Cited by:

    1. Yoonju Han & Sandeep R. Chandukala & Hai Che, 2017. "Exchange and refund of complementary products," Marketing Letters, Springer, vol. 28(1), pages 113-125, March.

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