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Keywords: Mass customization
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Journal Articles
Journal of Product & Brand Management (2011) 20 (4): 316–326.
Published: 19 July 2011
... It appears that customized PC providers should be aware that mass customization is applicable to markets where consumers are familiar with PC, hold a positive attitude toward purchasing a customized PC, and have confidence in their capability to make an effective decision in purchasing a customized PC...
Journal Articles
Journal of Product & Brand Management (2010) 19 (3): 181–197.
Published: 02 June 2010
... Limited 2010 Mass customization Decision making Demand An executive summary for managers and executive readers can be found at the end of this article. As high quality products and service have become a minimum standard rather than a point of differentiation in many industries...
