In this study, we examine firms' incentive to offer customized products in addition to their standard products in a competitive environment. We offer several key insights. First, we delineate market conditions in which firms will (will not) offer customized products in addition to their standard...

This paper investigates the competitive market for mass-customized products. Competition leads to surprising conclusions: Manufacturers customize only one of a product's two attributes, and each manufacturer chooses the same attribute. Customization of both attributes cannot persist in an...