Next, the element of uncertainty is introduced, together with various approaches to problem solving in reducing uncertainty. Problem solving as an operation employs insight, systematic calculation, and selective exploration. The discussion of market planning shows how planning can become a technical and scientific procedure which can be delegated to staff specialists. Finally, the marketing viewpoint is shown to offer a constructive approach to management policy as a whole and to the reconciliation of management goals and public policy. Increased product variety provides consumers with offerings nearer their ideal points.
Firms can strive for differential advantage through product variety.
An approach that emphasized inductive theorizing from market place events, as a complementary viewpoint to neo-classical theories of firm behavior.