Trentin, Alessio; Aichner, Thomas; Sandrin, Enrico; … - In: International Journal of Operations & Production Management 40 (2020) 11, pp. 1661-1683
Purpose: The operational capability of mass customization (MC) allows consumers to obtain products tailored to their idiosyncratic needs. This study aims to provide insights into the potential of this capability for countering a product's liability of foreignness – the negative effect of the...