© 1998

Product Variety Management

Research Advances

  • Teck-Hua Ho
  • Christopher S. Tang

Part of the International Series in Operations Research & Management Science book series (ISOR, volume 10)

Table of contents

  1. Front Matter
    Pages i-xix
  2. Kelvin Lancaster
    Pages 1-18
  3. Juin-Kuan Chong, Teck-Hua Ho, Christopher S. Tang
    Pages 39-64
  4. Seungjin Whang, Hau Lee
    Pages 65-84
  5. Mark Martin, Warren Hausman, Kosuke Ishii
    Pages 103-122
  6. Fangruo Chen, Jehoshua Eliashberg, Paul Zipkin
    Pages 123-144
  7. Karl Ulrich, Taylor Randall, Marshall Fisher, David Reibstein
    Pages 177-205
  8. Mayuram S. Krishnan, Sunder Kekre, Tridas Mukhopadhyay, Kannan Srinivasan
    Pages 207-225
  9. Back Matter
    Pages 227-233

About this book


Product proliferation has become a common phenomenon. Most companies now offer hundreds, if not thousands, of stock keeping units (SKUs) in order to compete in the market place. Companies with expanding product and service varieties face with problems of obtaining accurate demand forecasts, controlling production and inventory costs, and providing high quality and good delivery performance for the customers. Marketing managers often advocate widening product lines for increasing revenue and market share. However, the breadth of product line can also decrease the efficiency of manufacturing processes and distribution systems. Thus firms must weigh the benefits of product variety against its cost in order to determine the optimal level of product variety to offer to their customers. Academics and practitioners are interested in several fundamental questions about product variety. For instance, why do companies extend their product lines? Do consumers care about product variety? Will a brand with more variety enjoy higher market share? How should product variety be measured? How can a company exploit its product and process design to deliver a higher level of product variety quickly and cheaply? What should the level of product variety be and what should the price of each of the product variants be? What kind of 'challenges would a company face in offering a high level of product variety and how can these obstacles be overcome? The solutions to these questions span multiple functions and disciplines.


Business Management Manufacturing Marketing Operations Research Performance production

Editors and affiliations

  • Teck-Hua Ho
    • 1
  • Christopher S. Tang
    • 1
  1. 1.Anderson School at UCLAUSA

Bibliographic information

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Consumer Packaged Goods
Finance, Business & Banking
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