Publication: Customer-specific synergies and market convergence
Customer-specific synergies and market convergence
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Schmidt, J., Makadok, R., & Keil, T. (2016). Customer-specific synergies and market convergence. Strategic Management Journal, 37(5), 870–895. https://doi.org/10.1002/smj.2372
Abstract
Abstract
Abstract
We use an analytical model to study the effects of customer-specific synergies – i.e. synergies that arise when firms sell multiple products to the same customers. At the firm level, we show that the profitability of a customer-specific synergy depends upon cross-market correlation of customer preferences, differs when the synergy is cost-based versus differentiation-based, and can be negative even when the synergy is kept proprietary to a single firm. We also show that returns to imitating such a synergy may decline as it strengthens
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- Schmidt, Jens
- Makadok, Richard
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Schmidt, J., Makadok, R., & Keil, T. (2016). Customer-specific synergies and market convergence. Strategic Management Journal, 37(5), 870–895. https://doi.org/10.1002/smj.2372
