search query: @author Bayus, B. L. / total: 6
reference: 1 / 6
« previous | next »
| Author: | Bayus, B. L. Putsis, W. P. Jr. |
| Title: | Product proliferation: An empirical analysis of product line determinants and market outcomes |
| Journal: | Marketing Science
1999 : VOL. 18:2, p. 137-153 |
| Index terms: | Market research Models Consumer behaviour Products USA |
| Language: | eng |
| Abstract: | Previous theoretical research has identified three primary effects of proliferation strategy. This study proposes a three equation simultaneous system capturing both the determinants and market outcomes of a firm's product line decision. Particularly, market share, price and product line length equations are specific. Empirical results demonstrate that proliferation strategies do not have a uni-dimensional explanation. Product proliferation decisions have both demand and supply implications. |
« previous | next »
SCIMA