I recently read an "advance article" in Marketing Science called “Complementary Goods: Creating, Capturing, and Competing for Value” authored by Taylan Yalcin, Elie Ofek, Oded Koenigsberg, and Eyal Biyalogorsky. When I saw the article, I wanted to read it because many companies today are participating in a complementary goods market. For example, game consoles are nice . . . but only . . . if you have games to play. (I learned....