Consumer Search and Product Line Length: The Role of the Consumer-Product Fit Distribution

We examine the impact of consumer search on firms’ product line strategy and show how it critically depends on consumer-product fit distribution.

• 저널Marketing Science · 44(4) · 802–819
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2023.0462
• 저자Mohammad Zia, Dmitri Kuksov