Ülkü, Sezer; Dimofte, Claudiu V.; Schmidt, Glen M. - In: Management Science 58 (2012) 9, pp. 1761-1776
Although <i>product modularity</i> is often advocated as a design strategy in the operations management literature, little is known about how consumers respond to modular products. In this research we undertake several experiments to explore consumer response to modularly upgradeable products in...