Testing the value of customization: When do customers really prefer products tailored to their preferences?

Journal of Marketing

Volumn 73, Issue 5, 2009, Pages 103-121

  Franke, Nikolaus ^a   Keinz, Peter ^a   Steger, Christoph J ^a  

^a VIENNA UNIVERSITY OF ECONOMICS AND BUSINESS   (Austria)

Author keywords

Heterogeneous preferences; Mass customization; Segmentation; Self design; Toolkits for user innovation and design

Indexed keywords

EID: 70349307508     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.5.103     Document Type: Article

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