Mass customization and guardrails : "you can not be all things to all people"
Eren B. Çil, Michael S. Pangburn
| Year of publication: |
September 2017
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| Authors: | Çil, Eren B. ; Pangburn, Michael S. |
| Published in: |
Production and operations management : an international journal of the Production and Operations Management Society. - Hoboken, NJ : Wiley-Blackwell, ISSN 1059-1478, ZDB-ID 1108460-1. - Vol. 26.2017, 9, p. 1728-1745
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| Subject: | mass customization | product line design | pricing | brand dilution | Mass Customization | Mass customization | Beziehungsmarketing | Relationship marketing | Produktgestaltung | Product design | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/poms.12716 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011747379