Halo or Cannibalization? How New Software Entrants Impact Sales of Incumbent Software in Platform Markets

Platform markets involve indirect network effects as two or more sides of a market interact through an intermediary platform. Many platform markets consist of both a platform device and corresponding software. In such markets, new software introductions influence incumbent software sales, and new en...

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Veröffentlicht in:	Journal of marketing 2022-05, Vol.86 (3), p.59-78
Hauptverfasser:	Allen, B.J., Gretz, Richard T., Houston, Mark B., Basuroy, Suman
Format:	Artikel
Sprache:	eng
Schlagworte:	Halo effect Incumbency Marketing Software packages
Online-Zugang:	Volltext
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