A commentary on Barbara E. Kahn's article, Dynamic Relationships with Customers: High-Variety Strategies, published in the winter 1998 issue of Journal of the Academy of Marketing Sciences is provided. The purpose is to question Kahn's assumptions and hence to suggest some implications for research.
Lehmann, Donald. "Customer Reactions to Variety: Too Much of a Good Thing?" Journal of the Academy of Marketing Science 26, no. 1 (Winter 1998): 62-65.
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