Assembled product manufacturers often introduce line extensions that share components with existing products, or among themselves, resulting in cost interactions among products because of shared costs, and revenue interactions because of cannibalization. We present a cross-functional approach to...

Consumer behavior researchers are getting more interested in the experiential aspect of consumption, which focuses on the fun and enjoyment that consumers derive from hedonic experiences. We build upon the experiential view of consumer behavior, and present an innovative modeling approach to...