Competitive Effects of Mass Customization

Preprint OPEN
Oksana Loginova;
(2010)
  • Subject: horizontal di fferentiation, price competition, customization, brand familiarity, product knowledge
    • jel: jel:D43 | jel:L13 | jel:C72

Earlier theoretical literature on mass customization maintains that customization reduces product differentiation and intensifies price competition. In contrast, operations management studies argue that customization serves primarily to differentiate a company from its ... View more
  • References (34)
    34 references, page 1 of 4

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