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Can Too Much Choice Hurt Brand Performance?

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Recent research from the Stanford Graduate School of Business suggests that consumers don't necessarily favor brands with longer product lines. As a matter of fact, larger companies with too many choices generally find that adding variety isn't worth the extra cost of manufacturing. Those companies that do benefit from longer product lines: regional and store brands, which generally find that adding more helps boost their credibility in a crowded marketplace.

Last updated: Feb 17, 2004




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