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Keywords: Product line design
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Journal Articles
Product line design with vertical and horizontal consumer heterogeneity: the effect of distribution channel structure on the optimal quality and customization levels
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (1): 95–131.
Published: 15 October 2020
...Parisa Bagheri Tookanlou; Hartanto Wijaya Wong Purpose The purpose of this study is to analyze the problem of optimal product line design in marketing channels where consumers are heterogeneous in both horizontal and vertical dimensions. Design/methodology/approach This paper develops a model...
Journal Articles
Does channel decentralization lead to low quality product lines?
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (9-10): 1870–1891.
Published: 02 September 2014
...Hwan Chung; Eunkyu Lee Purpose – The purpose of this study is to analyze the problem of optimal product line design in marketing channels. Design/methodology/approach – This paper develops a game theoretic model, in which a firm markets a line of a limited number of products at different...
