The growth of product variety — a myth?

The starring point for this article is the changing spectrum of goods and services, in the product variety as seen by the eyes of the individual facing the supply in the market. Apart from the fact that product variety is an interesting research object in itself, it would appear to have a distinct connection with numerous sketches characterising the ‘New era’. The article examines the historical change of product variety with the aid of empirical examples and points out a number of conflicting trends.