Loginova, Oksana; Wang, X. Henry - University of Missouri; University of Missouri - 2008
most preferred variety and aquality valuation. Customization provides ideal varieties but has noeffect on product qualities …. The firms first choose whether to customizetheir products, then engage in price competition. We show that inequilibrium … either both firms customize, only the higher quality firmcustomizes, or no firm customizes. Even if customization is costless …