In this review, we examine the impact of two key factors of consumer empowerment–choice
freedom and expansion of information--on the choice difficulty consumers experience in …

The opportunities of mass customization are acknowledged as fundamentally positive by
theoretical and empirical studies for many years. Many companies are already operating on …

Extant service research considers several aspects of customer participation (CP) but lacks a
clear and inclusive typology that delineates CP's domain, scope, or boundaries. To address …

Many companies offer websites that enable customers to design their own individual
products, which the manufacturer can then produce to order. To date, the economic value of …

In the networked world, firms are recognizing the power of the Internet as a platform for co-
creating value with customers. We focus on how the Internet has impacted the process of …

Recommendation agents (RAs) are software agents that elicit the interests or preferences of
individual consumers for products, either explicitly or implicitly, and make recommendations …

Recently, researchers have paid increasing attention to the marketing strategy of
customization. A key assumption is that customized products create higher benefits for …

Market structure analysis is a basic pillar of marketing research. Classic challenges in
marketing such as pricing, campaign management, brand positioning, and new product …

The tailoring of a firm's marketing mix to the individual customer is the essence of one-to-one
marketing. In this paper, we distinguish between two forms of one-to-one marketing …

A number of prior studies have suggested that personalization is more efficacious than non-
personalization. However, the existing literature is somewhat ambiguous on whether the test …