Economic Impact of Category Captaincy: An Examination of Assortments and Prices

• Madhu Viswanathan

  Corresponding Author

  Madhu Viswanathan

  [email protected]

  https://orcid.org/0000-0002-8987-4868

  Department of Marketing, Indian School of Business, Gachibowli, Hyderabad 500032, India;

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• Om Narasimhan

  Corresponding Author

  Om Narasimhan

  [email protected]

  Department of Management, London School of Economics and Political Science, London WC2A 2AE, United Kingdom;

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  ,
• George John

  Corresponding Author

  George John

  [email protected]

  Department of Marketing, Carlson School of Management, University of Minnesota–Twin Cities, Minneapolis, Minnesota 55455

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