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Dynamic relationships with customers: High-variety strategies

Dynamic relationships with customers: High-variety strategies A proposal is made that one way to compete effectively in the 21st century is to meet customers’ needs over time better than the competition by offering a high-variety product line. More variety in a product line can make it more likely that each consumer finds exactly the option he or she desires (customization strategy). In addition, more variety in a product line can allow each consumer to enjoy a diversity of options over time (variety-seeking strategy). Other issues such as profitability, cost considerations, how much variety to offer and where in the delivery chain to offer it, and when does too much variety cause confusion or overload are also discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Dynamic relationships with customers: High-variety strategies

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References (20)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 1998
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070398261005
Publisher site
See Article on Publisher Site

Abstract

A proposal is made that one way to compete effectively in the 21st century is to meet customers’ needs over time better than the competition by offering a high-variety product line. More variety in a product line can make it more likely that each consumer finds exactly the option he or she desires (customization strategy). In addition, more variety in a product line can allow each consumer to enjoy a diversity of options over time (variety-seeking strategy). Other issues such as profitability, cost considerations, how much variety to offer and where in the delivery chain to offer it, and when does too much variety cause confusion or overload are also discussed.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Dec 1, 1998

Keywords: Product Line; Market Orientation; Consumer Research; Customer Preference; Mass Customization

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