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The fact that some choice is good doesn’t necessarily mean that more choice is better.
Barry Schwartz, “The Paradox of Choice: Why More is Less”

 

I find it fascinating that today, in our personal lives or in business, we need so many things that we did not have before. I personally never thought I needed that much, but when I look back at when I started my career, I realize that today compared to then, I do.

 

Lately, with the advances that have been made around internet shopping, it gets even worse. I have never been a big shopper, but now I find myself buying all kinds of neat things that I (most of the time) really don’t need. Why is that?


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There is a famous anecdote about Volvo car dealers heavily discounting green models because consumers preferred other colors. Volvo’s manufacturing plant, seeing the resulting spike in demand for green models, perceived it as consumer interest and upped the production. That’s right…even more green cars! Ouch!!

 

It’s a sad story that’s often repeated, and a story that begins with a demand-shaping strategy to offload unwanted inventory. It’s a prime example of how a dealer’s {read distributor’s} behavior can create confusion and lead to unnecessary increases in a manufacturer’s inventory holdings and, by extension, the stock of its suppliers, too.  


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