Globalization and other inherent factors have created challenges to the North American furniture industry. Imports from low production cost countries did increase greatly over the last five years. At the same time, the U.S. and Canadian furniture manufactures lost market shares. Mass...

In the context of market globalization, furniture manufacturers attempt to differentiate their products to attain competitive advantages. Mass customization is one strategy enabling such differentiation. This study measured, through a choice-based conjoint analysis, the value that US American...