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Brand-Level Effects of Stockkeeping Unit Reductions

When retailers make product assortment changes by eliminating certain stockkeeping units (SKUs), how does this affect sales of individual brands? This is the main question the authors address in this article. Using data from an online retailer that implemented a permanent systemwide SKU reduction... Full description

1st Person: Zhang, Jie
Additional Persons: Krishna, Aradhna
Source: in Journal of Marketing Research Vol. 44, No. 4 (2007), p. 545-559
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Type of Publication: Article
Language: English
Published: 2007
Online: Volltext
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