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| Author: | Salvador, F. Brown, T. |
| Title: | Custom-built |
| Journal: | Business Strategy Review
2009 : SUMMER, VOL. 20:2, p. 80-83 |
| Index terms: | marketing strategy customer relations strategic planning competitive advantage |
| Language: | eng |
| Abstract: | Mass customization has quickly moved from an abstract theory to a practical source of competitive advantage. The article authors have studied the companies that have strengthened their business by tapping into the idiosyncratic needs of customers. The article reports on the latest thinking. |
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