More Variety, Less Cost? Component-sharing Strategies Put to the TestJan 01, 1999
For manufacturers of assembled products, component sharing is one way to increase product variety and reduce costs. But what are the real costs and benefits of the strategy? Here, researchers develop a framework for evaluation.
Beyond EDLP/HiLo: A New Look at Retailer PricingJan 01, 1999
Contrary to popular thought, grocery retailers’ pricing strategies are diverse and complex. This study examines pricing across stores and markets, and uncovers the rules of thumb that guide retailer decision making.
The Idea Itself: Predicting New Product SuccessJan 01, 1999
How can managers separate new product winners from losers early in the development process? Examine the product idea, suggests this new study. Researchers have developed a framework for classifying new ideas that offers a powerful predictor of the product’s eventual fate.
The Dynamics of Marketing in CyberspaceJan 01, 1999
Many retailers fear the easy price comparisons that e-shopping offers to consumers. This study argues that retailers should embrace the lowered search costs of cyberspace.
Why Line Extensions Often BackfireJan 01, 1999
How can managers ensure that line extensions add value for customers? This study finds that companies' product management practices are key to developing clearly differentiated additions to existing product lines.