Argues that the dichtomy between greater product variety to meet market requirement and a smaller range to save costs has always led to controversy among top executives. Researchers of different disciplines have approached the study of product variety in great depth but none of their work includes environmental considerations. Reports on a survey in Hong Kong which provides empirical evidence of the relationship between product variety and market performance. Concludes first, that previous work has seldom discussed the issues of product variety from an environmental perspective; second, that great product variety leads to irresponsible consumption patterns, i.e. waste; and, third, that firms have not considered the environmental impacts in formulating their product variety strategies.
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