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.

• Seongsoo Jang(ESC Rennes School of Business, France)
• Jaihak Chung(Sogang University, Republic of Korea)