The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for mass producers. But while the general phenomenon of mass customization gains more and more attention not only with regard to heterogeneous customers but also within research,...

How to make a suitable decision by balancing the benefits and costs of Mass customization (MC) has been widely discussed by scholars. While with the development of information and production technology, some traditional factors that affect firms’ MC decision have significantly changed....