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Keywords: Product customization
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Journal Articles
Dynamic marketing capability – refining the concept and applying it to company innovations
Available to Purchase
Journal of Business & Industrial Marketing (2020) 35 (2): 193–203.
Published: 01 October 2019
.... When compared to traditional mass-production, customized systems incur additional costs both in marketing/sales as well as in manufacturing (Piller et al., 2004). That is why mass customization, i.e. using IT-enabled manufacturing systems to deliver products adjusted to individual buyers...
