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• W2136913049 abstract "This paper addresses the strategic impact of modular design on the optimal length and price of a differentiated product line. We represent consumer demand with a Bayesian logit model. We also break operations costs into product design and production components. Our analysis shows that reducing product development costs via modular design always makes it attractive to offer greater product variety. However, reducing production costs can sometimes motivate a reduction in variety for a risk-averse producer in a multiple-segment market. We also characterize the impacts of degree of modularity and production cost on price markup and market share. Finally, we show that the optimal product line length is monotonic in risk attitude and the monotonic weak majorization, partial order on product assortment." @default.
• W2136913049 created "2016-06-24" @default.
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• W2136913049 date "2005-07-01" @default.
• W2136913049 modified "2023-10-11" @default.
• W2136913049 title "Product Line Selection and Pricing with Modularity in Design" @default.
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• W2136913049 doi "https://doi.org/10.1287/msom.1050.0077" @default.
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