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Yu et al., 2021 - Google Patents

The Dark Side of Category Expansion: Will (and Which) Existing Ones' Pay the Price'?

Yu et al., 2021

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Document ID
4922515436217518189
Author
Yu Q
Berman R
Bradlow E
Publication year
Publication venue
Available at SSRN 3837014

External Links

Snippet

Many retailers that manage product assortments believe that “more is better”. We challenge this conventional wisdom by demonstrating that a retailer may face more price-sensitive demand for existing categories after a category expansion. While introducing a new …
Continue reading at papers.ssrn.com (PDF) (other versions)

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