How to adopt mass customization strategy: Understanding the role of consumers’ perceived brand value
Computers & Industrial Engineering(2022)
摘要
•Introducing consumers’ perceived brand value to analyze the impact of MC.•The firm generally abandons MC when the brand loss is sufficiently high.•Firms with positive brand effects prefer adopting MC, and can charge a higher price.•The implementation of MC may derive an economically inefficient situation.•Consumers’ heterogeneous attitudes toward brand value can benefit them.
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关键词
Mass customization,Strategy decision,Consumers’ perceived brand value,Social welfare
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