Browsing Working Papers by Author "Khandeparkar, Kapil"
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The role of complementarity and partner brand price level in new product introduction strategy using bundle offers: A study on the quality perception of bundle components
Khandeparkar, Kapil (2014)New products are often bundled with strong brands as an introduction strategy. This study helps to understand the scenarios which will be most beneficial to both the products in the bundle. The enhancement effect and ...