Nikolaus, Franke; Peter, Keinz; Steger Christoph J. - In: GfK Marketing Intelligence Review 2 (2010) 2, pp. 26-33
Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse...