Kekre, Sunder; Srinivasan, Kannan - In: Management Science 36 (1990) 10, pp. 1216-1232
Strategic product line breadth decisions evoke differential responses from the manufacturing and the marketing areas …: manufacturing prefers keeping process disruptions to a minimum and, as a result, discourages product proliferation; however … supported. American manufacturing firms may indeed be flexible enough to accommodate product variety without significant …