Assessing the Dimensions of Product Variety on Performance: The Value of Product Line and Pack Size
研究了产品线多样性和包装规格多样性对销售的不同影响，发现产品线多样性提升销售，而包装规格多样性反而降低销售，且两者均存在边际效应递减。
This article studies the impacts of product variety along two dimensions: product‐line variety and pack‐size variety. Previous research has often found that increased product variety is associated with increased sales. Interestingly, we find that this is not always the case, once the negative impact of product variety on fill rates is introduced. Specifically, product‐line variety has a positive total effect on sales, but pack‐size variety has a negative total effect on sales. We also investigate potential nonlinear impacts (with decreasing marginal effects) of product‐line and pack‐size variety, and find the result to be one of diminishing returns.