Product Complements and Substitutes in the Real World: The Relevance of "Other Products"

Allan D. Shocker, Barry L. Bayus, Nam Woon Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

103 Citations (Scopus)


In the real world, buyer demand for a product can depend directly and indirectly on the marketing efforts of "other products" in different categories. The authors offer a behavioral rationale for the existence of the effects of "other products'" marketing efforts and propose a taxonomy of possible intercategory relationships. The discussion enables the authors to identify several promising new research directions.
Original languageEnglish
Pages (from-to)28-40
Number of pages13
JournalJournal of Marketing
Issue number1
Publication statusPublished - 1 Jan 2004

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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