# Professor Adam Brandenburger’s joint research on business strategy is cited

1 Faculty News June 13, 2016 ![Business World logo](/sites/default/files/styles/246w/public/assets/images/bwbusinessworld192x144.jpg?itok=1G3gStwP)>

Excerpt from [Business World](http://www.businessworld.in/article/Book-Review-Focus-On-The-Core/13-06-2016-99100/) -- "[Adam Brandenburger](http://www.stern.nyu.edu/faculty/bio/adam-brandenburger) and Barry Nalebluff proposed that bundling complementary products or services enhance customer value and make primary offerings more competitive (HBR, 1995)."

[Read more](http://www.businessworld.in/article/Book-Review-Focus-On-The-Core/13-06-2016-99100/)