We study product recommendations in an online environment where a firm provides strategic product recommendations to consumers. We develop an analytical framework to integrate recommendations into the consumer product search process. The firm sells two imperfectly substitutable products with...

Brand nicknames (e.g., Big Blue for IBM, Chevy for Chevrolet, Rollie for Rolex) are a common marketplace phenomenon. Marketers, however, hold polarized views about whether a brand should adopt or restrict the use of brand nicknames, yet little academic research has shed light on this debate....