Syam, Niladri B.; Ruan, Ranran; Hess, James D. - In: Marketing Science 24 (2005) 4, pp. 569-584
This paper investigates the competitive market for mass-customized products. Competition leads to surprising …. Customization of both attributes cannot persist in an equilibrium where firms first choose customization and then choose price …, because effort to capture market with customization makes a rival desperate, putting downward pressure on prices. Equilibrium …