Towards a Theory of Product Range Policy

R.A. Kent (University of Stirling)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 1986


Takes the view that good theory needs to be grounded in the empirically‐researched world of practitioners. Attempts to build up a theoretical framework for analysing policy in the product range of the Scottish food‐processing industry and looks at perceived forms of corrective action by managers. Goes on to define product ranges as groups of related products but not really adequate. Discusses the product range and polices the outcomes which include range extensions, range reductions, range modification or, in the extreme, range elimination. Concludes by suggesting the framework can be used to begin a systematic analysis of the courses and consequences of product policy decisions.



Kent, R. (1986), "Towards a Theory of Product Range Policy", European Journal of Marketing, Vol. 20 No. 10, pp. 5-17.

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Copyright © 1986, MCB UP Limited

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