Product‐Line Length as a Competitive Tool

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The Influence of Product Variety on Brand Perception and Choice (2007, background): “At the same time, offering greater product variety is usually associated with higher costs (e.g., Draganska and Jain 2005, Lancaster 1979); a firm’s production costs often increase with the length of their product line.”
Consumer Preferences and Product-Line Pricing Strategies: An Empirical Analysis (2006, background): “One possible approach to accomplish this task would be to extend the framework of Kamakura et al. (1996), who propose an individual-level mixture of nestedlogit models to capture differences in the preference structure.”
When More Alternatives Lead to Less Choice (2010, background): “3 See also Draganska and Jain (2005) for a discussion and estimation of the decreasing benefit of product line”
Choice overload: A conceptual review and meta-analysis (2015, background): “Thus, it has been shown that the probability of purchasing a brand, reflected in the brand's market share, tends to decrease after the product line achieves a certain size (Draganska & Jain, 2005).”
The Asymmetric Effects of Extending Brands to Lower and Higher Quality (2011, background): “© 2011, American Marketing Association ISSN: 0022-2429 (print), 1547-7185 (electronic) Journal of Marketing Vol. 75 (July 2011), 3–203 C ompanies commonly extend product lines horizontally within the same price/quality level (e.g., Ragu’s many flavors of pasta sauce) and vertically across different ”