Product uniqueness as a driver of customer utility in mass customization

Marketing Letters

Volumn 19, Issue 2, 2008, Pages 93-107

  Franke, Nikolaus ^a   Schreier, Martin ^b  

^a VIENNA UNIVERSITY OF ECONOMICS AND BUSINESS   (Austria)

^b BOCCONI UNIVERSITY   (Italy)

Author keywords

Co creation; Mass customization; Self design; Uniqueness; Willingness to pay

Indexed keywords

EID: 41549140784     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-007-9029-7     Document Type: Article

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