The research investigates software developers’ product assortment strategy in the mobile application market. Cross-sectional data on the most downloaded application rankings available in the Apple’s App Store are utilized to understand the impact of app product assortment management on sales performance. The results show that a wide selections of apps across product categories (i.e., breadth of product lines) is positively associated with developers’ overall sales performances. I further find that developers offering both free and paid apps (depth of product lines) have higher sales figures than those selling paid apps only. Lastly, the results show that developers with a selection of apps (i.e., length of a product line) compete differently from developers having smaller number of apps. These findings have implications for theorizing about product assortment management in the hyper-competitive mobile app markets.
저자
Gunwoong Lee [ SungKyunKwan University, Business School Seoul, Korea ]
