Firms should market multiple products at the same time

A new study has found that multi-product launches help high-tech firms attract buyers as well as developers.

“[The] research is founded on the proposition that growth and profitability need not necessarily operate in conflict,” Professor Hermant Bhargava said.

The study uses Apple’s entry into the smartphone market in 2007 as an example.

Apple launched the premium iPhone and the cheaper iPod Touch at the same time. The iPhone provided the higher profit margin while the iPod Touch delivered the larger overall market share needed to attract outside application developers.

Read more at UC Davis