The value increment of mass-customized products: An empirical assessment
The primary argument in favor of mass customization is the delivery of superior customer value. Using willingness-to-pay (WTP) measurements, Franke & Piller (2004) have recently shown that customers designing their own watches with design toolkits are willing to pay premiums of more than 100%...
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| Format: | Others |
| Language: | en |
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Wiley-Blackwell
2006
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| Online Access: | http://epub.wu.ac.at/3120/1/final_jcb_2006.pdf http://dx.doi.org/10.1002/cb.183 |