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Paper Number
2850
Paper Type
Complete
Abstract
The advent of digitalization enables developers to continuously introduce complementary innovation after the initial release of the core digital products. Such complementary innovation is critical to the sustained growth of digital products, especially for digital games. However, few studies that have explored the optimal strategy to release complementary innovation for digital products. To mitigate this release gap, we comprehensively examined the effects of different releasing strategies (i.e., content, pricing, and distribution) of complementary innovation on the performance of core products and considered the contingent role of structural characteristics (i.e., similarity) of complementary products. Our results show that most of the releasing strategies of innovative complementary products investigated in this study are positively associated with the performance of core products, while the similarity of complementary products negatively moderates these relationships. Our findings bear theoretical and practical implications for the efficient management of complementary innovation for digital products.
Recommended Citation
Ma, Teng; Cao, Fang; Fu, Mengyao; Hou, Fangfang; Guan, Zhengzhi; and Tan, Chee-Wee, "The Role of Complementary Innovations: Releasing Strategy of DLCs on Digital Game Platforms" (2024). ICIS 2024 Proceedings. 26.
https://aisel.aisnet.org/icis2024/diginnoventren/diginnoventren/26
The Role of Complementary Innovations: Releasing Strategy of DLCs on Digital Game Platforms
The advent of digitalization enables developers to continuously introduce complementary innovation after the initial release of the core digital products. Such complementary innovation is critical to the sustained growth of digital products, especially for digital games. However, few studies that have explored the optimal strategy to release complementary innovation for digital products. To mitigate this release gap, we comprehensively examined the effects of different releasing strategies (i.e., content, pricing, and distribution) of complementary innovation on the performance of core products and considered the contingent role of structural characteristics (i.e., similarity) of complementary products. Our results show that most of the releasing strategies of innovative complementary products investigated in this study are positively associated with the performance of core products, while the similarity of complementary products negatively moderates these relationships. Our findings bear theoretical and practical implications for the efficient management of complementary innovation for digital products.
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14-DigitalInnovation