Tookanlou, Parisa Bagheri; Wong, Hartanto Wijaya - In: European Journal of Marketing 55 (2020) 1, pp. 95-131
Purpose: The purpose of this study is to analyze the problem of optimal product line design in marketing channels where consumers are heterogeneous in both horizontal and vertical dimensions. Design/methodology/approach: This paper develops a model to evaluate when it is preferable for a firm...