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In all cases, we would need a literature review done - so I will do a first pass at this next. Likewise, in all cases we will need to get the basic economics down. Please read the section below and start fixing and adding material (or email it to me and I'll do it, if you aren't comfortable with the wiki).
The case-based paper is quick and easy, but isn't going to place into a good journal. The empirical paper, if done well (see the product-based sample, below) , could place very well. A theory paper is only worthwhile if there is something sufficiently interesting going on to merit a model (most likely in the interaction between complements and network effects, etc).
=Basic Economics=
