search query: @indexterm Production costs / total: 188
reference: 111 / 188
| 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. |
SCIMA