Bucklin, Louis P; Sengupta, Sanjit.
     The co-diffusion of complementary innovations: Supermarket scanners and
     UPC symbols.
   Journal of Product Innovation Management v10, n2 (Mar 1993):148-160.
     Pub type:  Studies; Experimental.

Abstract: Co-diffusion is the positive interaction between the demands for
     complementary innovations that have separate adoption tracks.  This
     interaction is of growing importance to business strategy because a firm
     can facilitate the diffusion of an innovation by supporting and
     participating in the development and commercialization of related
     complementary technologies.  This phenomenon is especially important where
     connectivity among products is central to end-user value.  Results are
     reported of an empirical investigation of the co-diffusion of laser
     scanners in supermarkets and Universal Product Code (UPC) symbols printed
     on the packages of stocked items.  The results show asymmetric 2-way
     co-diffusion effects between these innovations.  Co-diffusion effects are
     found to be stronger than innovation effects.  The analysis reveals
     differential co-diffusion effects across major market segments.