Published Online: Jul 19, 2014
Page range: 26 - 33
DOI: https://doi.org/10.2478/gfkmir-2014-0060
Keywords
© 2014
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing