Verhoef, Peter; Pauwels, Pauwels, K.H. - Erasmus Research Institute of Management (ERIM), … - 2005
Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness and willingness to pay. This paper investigates the impact of component sharing on customer evaluation of luxury,...