The aim of this research is to propose the quantitative model for evaluating the company's strategy in promoting an innovative product. A key feature of the innovation is the emergence of a market for new complementary goods used with innovative product. Both the product and complementary goods are protected by patents and can be manufactured only under license. The model exclusively considers dynamic relationships between the demand for an innovative product and the demand for complements. Then the value of strategy is calculated as the present value of company's cash flows. This model makes it possible to determine the conditions in which one of the strategies becomes the most appropriate and to identify the factors that may influence the choice of the strategy. As an application of the model the strategies for promoting e-readers by Amazon and Sony are analyzed.