College of Business {College of Business}

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New Products as Bundles of Complements: The Impact of Incongruity

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Yikuan Lee

Contribution Title

New Products as Bundles of Complements: The Impact of Incongruity

Conference

Product Development and Management Association 2005 International Conference

Year

2005

Description

Firms often add new features to differentiate their products. Marketers may bundle other products/attributes that are highly complementary or congruent to the original product category because people, in general, like objects that

Complete Citation

The Product Development and Management Association 2005 International Conference, San Diego, CA. (October 22-23, 2005).

Website

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