search query: @author Srinivasan, K. / total: 17
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Author: | Kekre, S. Srinivasan, K. |
Title: | Broader product line: a necessity to achieve success? |
Journal: | Management Science
1990 : OCT, VOL. 36:10, p. 1216-1231 |
Index terms: | PRODUCT POLICY MARKET SHARE PRODUCTION COSTS PROFITABILITY |
Language: | eng |
Abstract: | Strategic product line breadth decisions evoke differential responses from the manufacturing and the marketing areas: manufacturing prefers keeping process disruptions to a minimum and as a result discourages product proliferation; however, marketing, in its attempt to match products to heterogeneous consumer needs and gain market share, emphasizes a broader product line. Significant market share benefits and increases in firms profitability are indicated with broader product lines; beliefs of increases in production costs are not supported. |
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