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OVERCHOICE AND ASSORTMENT TYPE: WHEN AND WHY VARIETY BACKFIRES

Rubbermaid's record of new product innovation is remarkable. With almost 5, 000 products, the firm continues to crank out a new one almost everyday - and with great success. It looks like traditional wisdom teaches us that a company may win market share by offering a wide variety of products, increasing the chance of appealing to a wider variety of customers. It is true? Can you find some success stories and failure stories?

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Operation Management, Management Studies

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