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 spreadshirt.com) 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.