Product Uniqueness as a Driver of Customer Utility in Mass Customization
Mass customization (MC) constitutes a promising strategy for companies which aim to provide products which are better adapted to individual customers' aesthetic and functional preferences. Drawing on commodity theory, we argue that the perceived uniqueness of a self-designed product is a secon...
| Main Authors: | , |
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| Format: | Others |
| Language: | en |
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Springer Verlag
2007
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| Subjects: | |
| Online Access: | http://epub.wu.ac.at/3102/1/marketing_letters_uniqueness.pdf http://dx.doi.org/10.1007/s11002-007-9029-7 |