研討日期

2016312日上午10:20 ~ 13:10

研討地點

台大社會科學院710討論

主講題目

Choosing the Quality of the Fit between Complementary Products

作者

Maxim Sinitsyn

文獻出處

Journal of Economics & Management Strategy, Volume 25, Number 1, Spring 2016, 161–178

主講人

陳金盛

參加人員

陳金盛、周冰瑤、曹古駒、施全、林燕淑、呂得成、王佳琪、黃鴻、梁文榮、高國峯、彭正浩、林晏如、王光正、張瑞雲、丁虹仁

摘要

This paper examines how firms should position their complementary products. The paper assumes that there are two competing firms, each producing two complementary products. Each firm decides whether to employ strategies that enhance the quality of the fit (the degree of complementarity) between its pair of complementary products before competing in prices. The consumers have heterogeneous tastes for the four possible bundles. They are willing to pay a price premium in order to purchase a bundle from the same firm if this firm chose to make such bundle more attractive. The paper finds that increasing the degree of complementarity between a firm’s complementary products intensifies price competition and often leads to smaller profits. Only when complementarity enhancing strategies significantly increase the demand for a firm’s matching bundle, does the firm benefit from employing them. The highest profits for both firms are obtained when both firms do not employ complementarity-enhancing strategies. Deteriorating the quality of the fit between one’s own and a rival’s complementary products is never profitable.