Feature Complementarity and Large Assortments: Role of Feature Complementarity in Developing Product Assortment
Abstract Companies developing new products must consider feature complementarity of the assortment as it plays a crucial role in consumers’ preference and evaluation of options they finally choose. Consumers derive more utility when feature sofa ssort mentare complementary than in an assortment with noncomplementary features. When options in the assortment have complementary features, it leads Read More …