Eriksson, Päivi; Räsänen, Keijo - In: European Journal of Marketing 32 (1998) 3/4, pp. 279-304
This paper focuses on the processes by which different manager groups can influence product mix changes. The paper analyses three different types of process ‐ dominance, compromise and integration ‐ through which the extensiveness and renewal of a product mix was shaped by groups of...