This paper explores the benefits that firms obtain when investing in feature-based capabilities. We investigate the external pressures when deciding their feature-based strategy. In addition, we analyze the consumers’ customization options and the needs for facilitators to mitigate the...

We consider behavioral issues in a new dynamic model in which a manufacturer (M) makes pricing and green investment decisions while facing heterogeneous customers including emotional, conscious, and rational consumers. Emotional consumers base their purchasing decisions on M’s green...