Allenby, Greg; Brazell, Jeff; Howell, John; Rossi, Peter - In: Quantitative Marketing and Economics 12 (2014) 4, pp. 421-456
We develop a market-based paradigm to value the enhancement or addition of features to a product. We define the market value of a product or feature enhancement as the change in the equilibrium profits that would prevail with and without the enhancement. In order to compute changes in...