KOREASCHOLAR

PRICING STRATEGY FOR BASE AND MULTIPLE ADD-ON PRODUCTS: AN EMPIRICAL INVESTIGATION OF MOBILE GAMES

Seongsoo Jang, Jaihak Chung
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315256
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1638-1656
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper investigates how pricing actions of base and multiple add-on products sequentially offered in the marketplace affect their sales with a consideration of the interactive price relationships between base and add-on products and among multiple add-on products, as well as a moderating role of product characteristics.

Keyword
pricingbase productadd-on productproduct genreproduct qualitymobile game
Author
  • Seongsoo Jang(ESC Rennes School of Business, France)
  • Jaihak Chung(Sogang University, Republic of Korea)