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Effective product assortment communication: overcoming the "product variety paradox" on the net

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  • FABRIZIO SALVADOR

    (Instituto de Empresa)

Abstract

When a firm offers customized products, variants and options may end up confusing the customer, instead of increasing sales. Recent developments in Information and Communication Technology made available a class of software products, often termed as "product configurators", which appears to offer new solutions to support the sale of customized products. The present paper analyzes the underlying principles on which successful sales configurators have been built. In doing so, the paper attempts a formalization of the mechanisms through which a firm´s product assortment can be efficiently and effectively presented to the customer.

Suggested Citation

  • Fabrizio Salvador, 2004. "Effective product assortment communication: overcoming the "product variety paradox" on the net," Working Papers Economia wp04-20, Instituto de Empresa, Area of Economic Environment.
    • Handle: RePEc:emp:wpaper:wp04-20
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    Keywords

    e-commerce; Product Variety; Product configuration; Customization;
    All these keywords.

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