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 conclusions: Manufacturers customize only one of a product's two attributes, and each manufacturer chooses the same attribute. Customization of both attributes cannot persist in an...