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Keywords: Cars
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2004) 38 (11-12): 1396–1416.
Published: 01 November 2004
... customisation can be implemented efficiently and effectively. There appears to have been no empirical evidence to support the notion that customers are indeed ready for this approach. The aim of this study is to examine how far customers are “ready” for mass‐customised products, using the UK new car market...
