The Right Mix in Product Line Design Increases Profits for the Firm

Determining the right mix of products to offer in the marketplace has long been considered the purview of a firm’s marketing team. New research conducted by Olin Professor Panos Kouvelis reveals that operational implications of product line decisions are not to be overlooked.

“The era of unrestrained line extensions is over. Firms that align products and production-distribution systems with customer needs will create stronger margins and sustainable long-term shareholder value.”

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