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Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

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References

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2008Customer Participation and the Trade-Off Between New Product Innovativeness and Speed to Market650 cited
1995Mass customization: Implementing the emerging paradigm for competitive advantage615 cited

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2013Product variety management588 cited
2014The Service Revolution and the Transformation of Marketing Science576 cited

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2011

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