date:Jun 08, 2015
Indeed, the ability to handle product line complexity cost-effectively can in itself become a competitive advantage. In many cases, companies will need to expand the overall brand and product footprint in order to reach imperfectly served consumer needs and proliferating retail channels. They may have to serve premium channels, but also serve discounters or outcompete discounters with their own value brands.
In the same way, as companies move to cover more retail channels, they need to simpl