Titlebook: Mass Customization and Customer Centricity; In Honor of the Cont Thomas Aichner,Fabrizio Salvador Book 2023 The Editor(s) (if applicable) a

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earchers and practitioners that have been working with the honoree contributed a broad range of findings from conceptual and empirical research about mass customization and personalization to this book. The ind978-3-031-09784-3978-3-031-09782-9

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Revisiting Form Postponement at the Operations-Marketing Interface: Form Postponement Types, Customen its intended impact on customer utility. By doing so, we contribute to the literature on form postponement by acknowledging that its value is not restricted to the reduction of demand uncertainty and by showing how it should be used to link the operations and marketing strategies of a manufacturing firm.

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Online Shopping Preferences in Mass Customization: A Comparison Between 2008 and 2021 behavioral intentions and perceptions. Among others, the researchers investigated the effects of age, shipping time, and product category. The findings were then used to formulate recommendations for companies and startups offering mass customized products.

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