haku: @author Putsis, W. P. Jr. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Bayus, B. L. Putsis, W. P. Jr. |
| Otsikko: | Product proliferation: An empirical analysis of product line determinants and market outcomes |
| Lehti: | Marketing Science
1999 : VOL. 18:2, p. 137-153 |
| Asiasana: | Market research Models Consumer behaviour Products USA |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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