Product variety under brand influence: An empirical investigation of personal computer demand

Management Science

Volumn 50, Issue 5, 2004, Pages 686-700

  Hui, Kai Lung ^a  

^a NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

Brand value; Cannibalization; Discrete choice; Product variety; Similarity

Indexed keywords

COSTS; INDUSTRIAL ECONOMICS; MARKETING; PERSONAL COMPUTERS; PRODUCT DESIGN; SALES;

BRAND VALUE; CANNIBALIZATION; DISCRETE CHOICE; PRODUCT VARIETY; SIMILARITY;

MANAGEMENT SCIENCE;

EID: 2942527210     PISSN: 00251909     EISSN: None     Source Type: Journal    
DOI: 10.1287/mnsc.1030.0200     Document Type: Article

References (50)

1. Ad $ Summary Report. 1985-1993. Leading National Advertisers.
2. Angel, David P., James Engstrom. 1995. Manufacturing systems and technological change: The U.S. personal computer industry. Econom. Geography 71(1) 79-102.
3. Balachander, Subramanian, Sanjoy Ghose. 2003. Reciprocal spill-over effects: A strategic benefit of brand extensions. J. Marketing 67(1) 4-13.
4. Bayus, Barry L. 1998. An analysis of product lifetimes in a technologically dynamic industry. Management Sci. 44(6) 763-775.
5. Bayus, Barry L., William P. Putsis, Jr. 1999. Product proliferation: An empirical analysis of product line determinants and market outcomes. Marketing Sci. 18(2) 137-153.
6. Bayus, Barry L., Gary Erickson, Robert Jacobson. 2003. The financial rewards of new product introductions in the personal computer industry. Management Sci. 49(2) 197-210.
7. Berndt, Ernst R., Zvi Griliches, Neal J. Rappaport. 1995. Econometric estimates of price indexes for personal computers in the 1990's. J. Econometrics 68(1) 243-268.
8. Berry, Steven T. 1994. Estimating discrete-choice models of product differentiation. RAND J. Econom. 25(2) 242-262.
9. Berry, Steven T., James Levinsohn, Ariel Pakes. 1995. Automobile prices in market equilibrium. Econometrica 63(4) 841-890.
10. Boush, David M., Barbara Loken. 1991. A process-tracing study of brand extension evaluation. J. Marketing Res. 28(1) 16-28.
11. Bresnahan, Timothy F., Scott Stern, Manuel Trajtenberg. 1997. Market segmentation and the sources of rents from innovation: Personal computers in the late 1980s. RAND J. Econom. 28(0) S17-S44.
12. Chakravarty, Amiya K., Nagraj Balakrishnan. 2001. Achieving product variety through optimal choice of module variations. IIE Trans. 33(7) 587-598.
13. Chong, J., Teck Ho, Chris S. Tang. 1998. Product structure, brand width, and brand share. Teck Ho, Chris S. Tang, eds. Research Advances in Product Variety. Kluwer Academic Publishers, Boston, MA.
14. Dacin, Peter A., Daniel C. Smith. 1994. The effect of brand portfolio characteristics on consumer evaluations of brand extensions. J. Marketing Res. 31 229-242.
15. Desai, Preyas S. 2001. Quality segmentation in spatial markets: When does cannibalization affect product line design. Marketing Sci. 20(3) 265-283.
16. Desai, Preyas S., Sunder Kekre, Suresh Radhakrishnan, Kannan Srinivasan. 2001. Product differentiation and commonality in design: Balancing revenue and cost drivers. Management Sci. 47(1) 37-51.
17. Fisher, Marshall L., Christopher D. Ittner. 1999. The impact of product variety on automobile assembly operations: Empirical evidence and simulation analysis. Management Sci. 45(6) 771-786.
18. Fisher, Marshall L., Kamalini Ramdas, Karl Ulrich. 1999. Component sharing in the management of product variety: A study of automotive braking systems. Management Sci. 45(3) 297-315.
19. Gilbert, Richard J., Carmen Matutes. 1993. Product line rivalry with brand differentiation. J. Indust. Econom. 41(3) 223-240.
20. Hartman, Raymond S., David J. Teece. 1990. Product emulation strategies in the presence of reputation effects and network externalities: Some evidence from the minicomputer industry. Econom. Innovation New Tech. 1(1/2) 157-182.
21. Hyslop, Dean R., Guido W. Imbens. 2001. Bias from classical and other forms of measurement error. J. Bus. Econom. Statist. 19(4) 475-481.
22. Kamakura, Wagner A., Byung-Do Kim, Jonathan Lee. 1996. Modeling preference and structural heterogeneity in consumer choice. Marketing Sci. 15(2) 152-172.
23. Katz, Michael L. 1984. Firm-specific differentiation and competition among multiproduct firms. J. Bus. 57(1 part 2) S149-S166.
24. Kekre, Sunder, Kannan Srinivasan. 1990. Broader product line: A necessity to achieve success?" Management Sci. 36(10) 1216-1231.
25. Kim, Kilsun, Dilip Chhajed. 2000. Commonality in product design: Cost saving, valuation change and cannibalization. Eur. J. Oper. Res. 125 602-621.
26. Kim, Kilsun, Dilip Chhajed. 2001. An experimental investigation of valuation change due to commonality in vertical product line extension. J. Product Innovation Management 18 219-230.
27. Kirmani, Amna, Peter Wright. 1989. Money talks: Perceived advertising expense and expected product quality. J. Consumer Res. 16(3) 344-353.
28. Krishnan, V., Saurabh Gupta. 2001. Appropriateness and impact of platform-based product development. Management Sci. 47(1) 52-68.
29. Lancaster, Kelvin. 1990. The economics of product variety: A survey. Marketing Sci. 9(3) 189-206.
30. Langlois, Richard N. 1992. External economies and economic progress: The case of microcomputer industry. Bus. Hist. Rev. 66(1) 1-50.
31. Lee, Hau L., Chris S. Tang. 1997. Modelling the costs and benefits of delayed product differentiation. Management Sci. 43(1) 40-53.
32. MacDuffie, John Paul, Kannan Sethuraman, Marshall L. Fisher. 1996. Product variety and manufacturing performance: Evidence from the international automotive assembly plant study. Management Sci. 42(3) 350-369.
33. McFadden, Daniel. 1978. Modelling the choice of residential location. A. Karlqvist, L. Lundqvist, F. Snickars, J. Weibull, eds. Spatial Interaction Theory and Planning Models. North-Holland, Amsterdam, The Netherlands, 75-96.
34. Moorthy, K. Sridhar. 1984. Market segmentation, self-selection, and product line design. Marketing Sci. 3(4) 288-307.
35. Nelson, Randy A., Tim L. Tanguay, Christopher D. Patterson. 1994. A quality-adjusted price index for personal computers. J. Bus. Econom. Statist. 12(1) 23-31.
36. Park, C. Whan, Sandra Milberg, Robert Lawson. 1991. Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. J. Consumer Res. 18(2) 185-193.
37. Putsis, William P., Barry L. Bayus. 2001. An empirical analysis of firms' product line decisions. J. Marketing Res. 38(1) 110-118.
38. Randall, Taylor, Karl Ulrich. 2001. Product variety, supply chain structure, and firm performance: Analysis of the U.S. bicycle industry. Management Sci. 47(12) 1588-1604.
39. Randall, Taylor, Karl Ulrich, David Reibstein. 1998. Brand equity and vertical product line extent. Marketing Sci. 17(4) 356-379.
40. Reddy, Srinivas K., Susan L. Holak, Subodh Bhat. 1994. To extend or not to extend: Success determinants of line extensions. J. Marketing Res. 31(2) 243-262.
41. Robertson, David, Karl Ulrich. 1998. Planning for product platform. Sloan Management Rev. 39(4) 19-31.
42. Schmalensee, R. 1978. Entry deterrence in the ready-to-eat breakfast cereal industry. Bell J. Econom. 9(2) 305-327.
43. Small, Kenneth A. 1987. A discrete choice model for ordered alternatives. Econometrics 55(2) 409-424.
44. Smith, Daniel C., C. Whan Park. 1992. The effects of brand extensions on market share and advertising efficiency. J. Marketing Res. 29(3) 296-313.
45. Stavins, Joanna. 1995. Model entry and exit in a differenriated-product industry: The personal computer market. Rev. Econom. Statist. 77(4) 571-584.
46. Swamidass, Paul M., Satish S. Nair, Sanjay I. Mistry. 1999. The use of neural factory to investigate the effect of product line width on manufacturing performance. Management Sci. 45(11) 1524-1538.
47. Swaminathan, Jayashankar M., Sridhar R. Tayur. 1998. Managing broader product lines through delayed differentiation using vanilla boxes. Management Sci. 44(12 part 2) S161-S172.
48. Venkatesh, R., Vijay Mahajan. 1997. Products with branded components: An approach for premium pricing and partner selection. Marketing Sci. 16(2) 146-165.
49. Wanke, Michaela, Herbert Bless, Norbert Schwarz. 1998. Context effects in product line extensions: Context is not destiny. J. Consumer Psych. 7(4) 299-322.
50. Wernerfelt, Birger. 1988. Umbrella branding as a signal of new product quality: An example of signalling by posting a bond. RAND J. Econom. 19(3) 458-466.