To Ally or Not to Ally: ?

Sengupta, Sanjit; Bucklin, Louis P.
September 1995
Marketing Management;Fall95, Vol. 4 Issue 2, p24
Complementary products add value to end users of existing products through joint use. At the same time, firms must match new complementary business opportunities to their core competencies. The trade-off is complex and has strategic implications, but the authors' Complementary Product Strategy Framework can ease the way for managers. The decision-making framework is based on the trailblazing experiences of high-tech pioneers on this emerging product development frontier. INSETS: Study overview.;Questionnaire for assessing involvement..


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