Line Logic™ on the bow tie

Abstract

PurposeThe purpose of this article is to present Line Logic™ as a means of developing and building a company's portfolio of products.Design/methodology/approachThe paper uses a sporting goods company in the USA as a case study to portray the implementation of Line Logic™.FindingsAn extensive analysis of the company and its implementation of the Line Logic™ methodology found that the company was operating in conjunction with a bow tie channel strategy.Research limitations/implicationsA case study does an excellent job of capturing phenomena at a particular company. The Line Logic™ framework needs to be explored and reported in various companies, thus allowing multiple sources of data to highlight strengths and weaknesses of the Line Logic™ methodology.Practical implicationsThere is no magic formula or prescription for managing a company's line of product offerings. Line Logic™ offers a disciplined approach to creating and presenting a full complement of product choices. As shown here, the implementation of Line Logic™ assists companies in understanding both strategic and tactical issues related to competitors and channel members.Originality/valueWhile there are companies that execute some of the Line Logic™ system, this paper illustrates the importance of line logic in the sporting goods industry. Additionally, the paper introduces the concept of the bow tie in product line planning.