According to Bradenburger and Nalebluff, a firm's competitors help increase the size of a firm's markets while complementors divide this market among a set of firms.

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According to Bradenburger and Nalebluff, complementors help increase the size of a firm's markets by providing complementary products or services that enhance the value of the original product or service. Competitors, on the other hand, offer similar products or services and therefore actually reduce the size of the market available to a single firm.

According to Bradenburger and Nalebluff, a Firm's Competitors Help Increase