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Customer reactions to variety: Too much of a good thing?

Customer reactions to variety: Too much of a good thing? Studying product variety is an interesting and relevant area for research. Work in this area should build on careful understanding of both customers’ reactions to it and managers’ decision making with respect to it. This requires an interdisciplinary focus, drawing on work in information processing, channels, operations management, game theory, and managerial decision making. In fact, the major advances may come more from combining knowledge from the different areas rather than boring more deeply into a single one. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Customer reactions to variety: Too much of a good thing?

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References (18)

Publisher
Springer Journals
Copyright
Copyright © 1998 by Academy of Marketing Science
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02890504
Publisher site
See Article on Publisher Site

Abstract

Studying product variety is an interesting and relevant area for research. Work in this area should build on careful understanding of both customers’ reactions to it and managers’ decision making with respect to it. This requires an interdisciplinary focus, drawing on work in information processing, channels, operations management, game theory, and managerial decision making. In fact, the major advances may come more from combining knowledge from the different areas rather than boring more deeply into a single one.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Apr 8, 2008

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