Technological advances allow customers to determine specific product characteristics by choosing particular ingredients, features or design elements in helping to build a product outcome. Retail stores (such as Pinkberry), companies (such as Build-a-Bear), and websites (such as enable customers to customize their own product. However, according to new research from Dr Anne-Kathrin Klesse at RSM the impact of product customization is more multi-faceted and depends on the type of customers.



  • A.K. Klesse
    Role: Faculty
    Reference type: Referenced

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