Customizing complex products: When should the vendor take control?

Journal of Marketing Research

Volumn 43, Issue 4, 2006, Pages 664-679

  Ghosh, Mrinal ^a   Dutta, Shantanu ^b   Stremersch, Stefan ^c  

^a UNIVERSITY OF MICHIGAN   (United States)

^b UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

^c ERASMUS UNIVERSITY ROTTERDAM   (Netherlands)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33751585962     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.43.4.664     Document Type: Article

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