A HIGH TIDE RAISES ALL SHIPS: THE HALO EFFECT OF INTRODUCING NEW SUPERSTAR PRODUCTS ON CATEGORY ASSORTMENT PERFORMANCE

摘要

Our empirical results make several contributions to the marketing literature that are theoretically rich and managerially relevant. We find that introducing any general product into the category helps the assortment initially but later acts as a substitute. But, introducing a superstar into the assortment increases assortment sales in the month of introduction as well as all the following measured months. We also show that products within the assortment with previous lower adoption levels are more likely to be impacted by new product introduction.