search query: @author Venkatesh, R. / total: 6
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| Author: | Venkatesh, R. Mahajan, V. |
| Title: | Products with Branded Components: An Approach for Premium Pricing and Partner Selection |
| Journal: | Marketing Science
1996 : Vol. 16:2, p. 146-165 |
| Index terms: | BRANDS PRICING CONSUMER CHOICE |
| Language: | eng |
| Abstract: | An increasing number of products are being sold with components that themselves are brand names. Examples are personal computers with Intel microprocessors and diet soft drinks that use the NutraSweet formulation. Branded components may alter consumers' valuation of the bundle, necessitating changes in the ways firms identify and price such bundled products. Surprisingly, the existing marketing literature is silent on this issue. |
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