Abstract
This paper is aimed at providing a platform to evaluate the success of product proliferation. Focusing on product as a key marketing mix element, this paper reviews and critically analyse the existing literature on the product proliferation and line extension. It proposes a forward looking framework to evaluate the performance of product proliferation strategies. Three key factors are identified including product line length, complexity/ experience, and heterogeneity/overlap which can be further classified into firm, consumer, and market factors. It is argued that the success of a product proliferation is contingent to a great range of factors such as the breadth and the depth of firm experience that must be taken into account before making any product proliferation decision.
Original language | English |
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Number of pages | 1 |
Journal | ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings |
Publication status | Published - 2015 |
Event | Australian and New Zealand Marketing Academy Conference (2015) - Sydney Duration: 30 Nov 2015 → 2 Dec 2015 |
Keywords
- product proliferation
- line extension
- line complexity
- line heterogeneity
- line overlap