Takagoshi, Noritsugu; Matsubayashi, Nobuo - In: European Journal of Operational Research 225 (2013) 2, pp. 337-352
We study a competition of product customization between two branded firms by a game-theoretic approach. Firms produce products with two attributes: one attribute indicates a characteristic with regard to “function” or “design” of a product and the other indicates “taste” or...