TY  - GEN
AU  - LUKAS, BRYAN A
TI  - Why do customers get more than they need?: How organizational culture shapes product capability decisions
PY  - 2013///
KW  - CONSUMER BEHAVIOR
N2  - The capability level of a product that a firm provides to a customer is an importnat marketing decision. In the extant literature, the normative heuristic for this decision is one of matching-of providing product capability levels that meet customer needs. However, industry evidence suggests that supplier firms routinely make product decisions that lead to overshot customers, whereby customers receive products with capabilities that exceed their requirements
ER  -