Du point de vue de l'entreprise, le phénomène du comportement de recherche de variété est important, puisque les différentes formes du comportement de choix de produit fondé sur le besoin de variété nécessitent des stratégies marketing différentes. Cet article dresse un premier état des lieux sur la recherche, une présentation comparative de concepts de mesure et d'approches de modélisation, ainsi que leur validation empirique et leur faisabilité. En nous basant sur ces modèles, nous en déduirons des implications pour la politique marketing, qui seront centrées sur les structures de marché, les relations compétitives entre produits, les concepts de segmentation de marché et sur les possibilités de formation d'instruments de politique produit et de politique de communication.
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