Lihra, Torsten; Buehlmann, Urs; Graf, Raoul - In: Journal of Forest Economics 18 (2012) 2, pp. 94-112
In the context of market globalization, furniture manufacturers attempt to differentiate their products to attain competitive advantages. Mass customization is one strategy enabling such differentiation. This study measured, through a choice-based conjoint analysis, the value that US American...