marketing competition characterized by increasing homogeneity of products, higher price sensitivity among customers, lower … of a firm's strategic efforts to address evolving marketing competition.Full text PDF available online …

and intensifies price competition. In contrast, operations management studies argue that customization serves primarily to … relationship with the firm, relaxing price competition. This paper provides a model that incorporates consumer involvement to … whether to offer standard products, customized products, or both, and then engage in price competition. I show that …