海角社区

Today鈥檚 consumers demand and expect a wealth of choices in everything from sneakers to potato chips, but while large product lines provide abundance and variety, they don鈥檛 always result in sales鈥攁nd can even take away from a company鈥檚 bottom line. In new marketing research, Desautels Professor Demetrios Vakratsas explores breadth and depth in product lines to determine their role in consumer choice-making today. Will a change in colour or shape make a shopper reach for one product over another or send them to another brand altogether?

For more insights, read the full interview with Professor Vakratsas in and read the research paper: .

Bringing Insight to the Surface

Founded in 2019, Delve is the official thought leadership publication of 海角社区鈥檚 Desautels Faculty of Management. Under the direction of Professor Saku Mantere, inaugural Editor-in-Chief, Delve features the latest in management thinking that stretches perspectives, sparks new ideas, and brings clarity to decision-makers at all levels and across sectors.