Letting The Market Work for You : An Evolutionary Perspective on Product Strategy  

Oleh:

Sorenso, Olav

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Strategic Management Journal vol. 21 no. 5 (2000), page 577-592.
Topik: product strategy; product line; variety; organizational learning; competitive industry

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS30.5 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Managers must choose to allocate scarce resources either to the maintenance of a range of product tailored to heterogeneous consumer preferences or to the efficient production of a small number of products. In addition, managers must choose the degree to which they periodically call the product line. Vigorous selection removes poor performers from the product line, but this action simultaneously impairs the firm's ability to monitor changes in consumer preferences. Empirical evidence form the computer workstation industry reveals that the ideal choice of product variety depends on the competitive ecology of the industry. Product variety becomes less valuable as the total number of products on the market increases, but it increases in value as uncertainty makes the accurate prediction of demand difficult.

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