Abstract
Companies across different industries are regularly confronted with the need to streamline their product portfolio. Despite the various benefits of product eliminations, many managers hesitate to take corrective actions as they fear deleterious effects on customer satisfaction and loyalty and lack practical guidelines for an effective implementation towards the customers. Despite the importance of and the problems with product eliminations in business practice, there is little research on this topic in general. The few existing studies almost exclusively adopt a company perspective, addressing issues regarding the decision making process (e.g., evaluation criteria, degree of formalization) or the actual withdrawal of the product from the portfolio (e.g., extent, timing).
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© 2015 Academy of Marketing Science
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Homburg, C., Prigge, JK., Fürst, A. (2015). Removing the Product but Retaining the Customer: How to Manage Customer Reactions to Product Eliminations. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_17
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DOI: https://doi.org/10.1007/978-3-319-10963-3_17
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-10963-3
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