Product Line Design for Consumer Durables: An Integrated Marketing and Engineering Approach

Vol. XLVIII (February 2011), 128 –139 *Lan Luo is Assistant Professor of Marketing, Marshall School of Business, University of Southern California (e-mail: [email protected]). The author greatly appreciates P.K. Kannan, Babak Besharati, and Shapour Azarm for their valuable inputs to this research. She also thanks the four anonymous JMR reviewers and seminar attendants at the 2006 INFORMS Marketing Science conference, the 2006 INFORMS Annual Meeting, the 2007 Product and Service Innovations Conference in Utah, the 2008 Research Frontiers in Marketing Science Conference at University of Texas at Dallas, the 2008 Marketing Innovations Conference at Rensselaer Polytechnic Institute, and the seminar attendees at Washington University for their constructive comments and helpful guidance. Russ Winer served as associate editor for this article. LAN LUO*