Understanding the Impact of Synergy in Multimedia Communications

Vol. XL (November 2003), 375–388 375 *Prasad A. Naik is Associate Professor of Marketing, Graduate School of Management, University of California, Davis (e-mail: panaik@ucdavis. edu). Kalyan Raman is Professor of Marketing, School of Management, University of Michigan, Flint (e-mail: [email protected]). The authors benefited from the suggestions of seminar participants at Columbia University; Erasmus University, Rotterdam; Harvard Business School; Katholieke Universiteit, Leuven; Massachusetts Institute of Technology; Penn State University; University of Chicago; University of Texas at Austin; and University of Texas at Dallas. For valuable comments and encouragement, the authors thank Eyal Biyalogorsky, Eitan Gerstner, Sunil Gupta, Gary Lilien, John D.C. Little, Vijay Mahajan, Kash Rangan, Arvind Rangaswamy, and Alvin Silk. Naik’s research was supported in part by the University of California, Davis, Faculty Research Grant. PRASAD A. NAIK and KALYAN RAMAN*