The Interplay Between Product Variety and Customer Retention: Theory and Evidence
Published Online:23 Sep 2025https://doi.org/10.1287/mnsc.2023.00985
References
- (2022a) Out of the trap: Conversion funnel business model, customer switching costs, and industry profitability. Strategic Management J. 43(9):1872–1896.Crossref, Google Scholar
- (2022b) How does firm scope depend on customer switching costs? Evidence from mobile telecommunications markets. Management Sci. 68(1):316–332.Link, Google Scholar
- (1993) The antecedents and consequences of customer satisfaction for firms. Marketing Sci. 12(2):125–143.Link, Google Scholar
- (2016) The disruptor’s dilemma: TiVo and the U.S. television ecosystem. Strategic Management J. 37(9):1829–1853.Crossref, Google Scholar
- (1995) The effect of introducing important incremental innovations on market share and business survival. Strategic Management J. 16(S1):161–182.Crossref, Google Scholar
- (2013) Product proliferation strategies and firm performance: The moderating role of space complexity. Strategic Management J. 34(12):1435–1452.Crossref, Google Scholar
- (2007) The role of pre-entry experience, entry timing, and product technology strategies in explaining firm survival. Management Sci. 53(12):1887–1902.Link, Google Scholar
- (1999) Product proliferation: An empirical analysis of product line determinants and market outcomes. Marketing Sci. 18(2):137–153.Link, Google Scholar
- (1992) Multi-period competition with switching costs. Econometrica 60(3):651–666.Crossref, Google Scholar
- (2020) Elasticities and the inverse hyperbolic sine transformation. Oxford Bull. Econom. Statist. 82(1):50–61.Crossref, Google Scholar
- (1987) Location choice, product proliferation and entry deterrence. Rev. Econom. Stud. 54(1):37–45.Crossref, Google Scholar
- (1984) Product line rivalry. Amer. Econom. Rev. 74(3):323–334.Google Scholar
- (2012) Customer capabilities, switching costs, and bank performance. Strategic Management J. 33(13):1499–1515.Crossref, Google Scholar
- (2016) Dynamic pricing in customer markets with switching costs. Rev. Econom. Dynamics 20:43–62.Crossref, Google Scholar
- (1989) Multiproduct duopolists. Econometrica 57(3):533–557.Crossref, Google Scholar
- (1997) Paying customers to switch. J. Econom. Management Strategy 6(4):877–897.Crossref, Google Scholar
- (2022) Growing pains: The effect of generational product innovation on mobile games performance. Strategic Management J. 43(7):792–821.Crossref, Google Scholar
- (2004) Product variety and firm survival in the microcomputer software industry. Strategic Management J. 25(10):1005–1025.Crossref, Google Scholar
- (2003) Product customization and price competition on the internet. Management Sci. 49(8):1055–1070.Link, Google Scholar
- (2012) All experience is not created equal: Learning, adapting, and forecasting in product portfolio management. Strategic Management J. 33(3):315–335.Crossref, Google Scholar
- (2020) Why do gamers keep going back to Grand Theft Auto V? Financial Times (November 17), https://www.ft.com/content/93d418c4-ea83-4022-a3db-b155f6c8c33b.Google Scholar
- (2021) The market for online influence. Amer. Econom. J. Microeconom. 13(4):332–372.Crossref, Google Scholar
- (1993) Product line rivalry with brand differentiation. J. Indust. Econom. 93(3):223–240.Crossref, Google Scholar
- (1984) Variety seeking through brand switching. Marketing Sci. 3(1):1–22.Link, Google Scholar
- (2009) Excise taxes with multiproduct transactions. Amer. Econom. Rev. 99(1):458–471.Crossref, Google Scholar
- (2000) Product sequencing: Co-evolution of knowledge, capabilities and products. Strategic Management J. 21(10–11):961–979.Crossref, Google Scholar
- (2004) Product variety under brand influence: An empirical investigation of personal computer demand. Management Sci. 50(5):686–700.Link, Google Scholar
- (2022) Customer satisfaction and international business: A multidisciplinary review and avenues for research. J. Internat. Bus. Stud. 53(8):1695–1733.Crossref, Google Scholar
- (2003) Multiproduct quality competition: Fighting brands and product line pruning. Amer. Econom. Rev. 93(3):748–774.Crossref, Google Scholar
- (1985) Credible spatial preemption. RAND J. Econom. 16(2):153–166.Crossref, Google Scholar
- (2023) Advertising and content differentiation: Evidence from YouTube. Econom. J. 134(663):2912–2950.Google Scholar
- (1987) Markets with consumer switching costs. Quart. J. Econom. 102(2):375–394.Crossref, Google Scholar
- (1992) Equilibrium product lines: Competing head-to-head may be less competitive. Amer. Econom. Rev. 82(4):740–755.Google Scholar
- (1997) Do firms’ product lines include too many varieties? RAND J. Econom. 28(3):472–488.Crossref, Google Scholar
- (2016) Generational transitions in platform markets—The role of backward compatibility. Strategy Sci. 1(2):90–104.Link, Google Scholar
- (1990) The economics of product variety: A survey. Marketing Sci. 9(3):189–206.Link, Google Scholar
- (1996) Generational technological change: Effects of innovation and local rivalry on performance. Acad. Management J. 39(5):1185–1217.Crossref, Google Scholar
- (2022) Valid t-ratio inference for IV. Amer. Econom. Rev. 112(10):3260–3290.Crossref, Google Scholar
- (2023) Trade‐offs to using standardized tools: Innovation enablers or creativity constraints? Strategic Management J. 44(4):909–942.Crossref, Google Scholar
- (2001) Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. J. Marketing Res. 38(1):131–142.Crossref, Google Scholar
- (1988) Competitive promotional strategies. J. Bus. 61(4):427–449.Crossref, Google Scholar
- (2004) Technological and product-market experience and the success of new product introductions in the pharmaceutical industry. Strategic Management J. 25(8–9):779–799.Crossref, Google Scholar
- (2020) Customer satisfaction and firm performance: Insights from over a quarter century of empirical research. J. Acad. Marketing Sci. 48(3):543–564.Crossref, Google Scholar
- (2019) Follow the crowd or follow the trailblazer? The differential role of firm experience in product entry decisions in the US video game industry. J. Management Stud. 56(7):1452–1481.Crossref, Google Scholar
- (2001) Looking into the black box: A survey of the matching function. J. Econom. Literature 34(2):390–431.Crossref, Google Scholar
- (2021) On top of the game? The double‐edged sword of incorporating social features into freemium products. Strategic Management J. 43(6):1182–1207.Crossref, Google Scholar
- (2016) When do switching costs make markets more or less competitive? Internat. J. Indust. Organ. 47(1):121–151.Crossref, Google Scholar
- (1978) Entry deterrence in the ready-to-eat cereal breakfast industry. Bell J. Econom. 9(3):305–327.Crossref, Google Scholar
- (1990) Multiproduct firms and market structure. RAND J. Econom. 21(1):45–62.Crossref, Google Scholar
- (2006) Price competition with reduced consumer switching costs: The case of “wireless number portability” in the cellular phone industry. Management Sci. 52(1):27–38.Link, Google Scholar
- (2000) Letting the market work for you: An evolutionary perspective on product strategy. Strategic Management J. 21(5):577–592.Crossref, Google Scholar
- (1997) Instrumental variables regression with weak instruments. Econometrica 65(3):557–586.Crossref, Google Scholar
- (2013) Ad revenue and content commercialization: Evidence from blogs. Management Sci. 59(10):2314–2331.Link, Google Scholar
- (2001) Customer satisfaction: A meta-analysis of the empirical evidence. J. Acad. Marketing Sci. 29(1):16–35.Crossref, Google Scholar
- (1980) A model of sales. Amer. Econom. Rev. 70(4):651–659.Google Scholar
- (2018) Digital Renaissance: What Data and Economics Tell Us About the Future of Popular Culture (Princeton University Press, Princeton, NJ).Crossref, Google Scholar
- (2013) Vertical differentiation with variety-seeking consumers. Management Sci. 59(2):390–401.Link, Google Scholar

