Dellaert, B.G.C.; Stremersch, S. - Erasmus Research Institute of Management (ERIM), ERIM … - 2004
Increasingly, firms adopt mass customization, which allows consumers to customize products by self-selecting their most … industry. First, a firm may offer few or many product modules that can be mass customized (e.g., only allow consumers to … customize memory and processor of a PC or allow consumers to customize any module of the PC) and few or many levels among which …