Gill, Tripat; Ma, Zhenfeng; Zhao, Ping; Chen, Yongjian (Ken) - In: European Journal of Marketing 55 (2020) 4, pp. 1103-1129
Purpose: This study aims to distinguish between the indispensable (software) versus discretionary (accessories) complementary products to a platform. It investigates the impact of accessories on increasing the perceived value and sales of a base platform. In particular, the role of two distinct...