Customers’ online shopping preferences in mass customization

  title={Customers’ online shopping preferences in mass customization},
  author={Thomas Aichner and Paolo Coletti},
  journal={Journal of Direct, Data and Digital Marketing Practice},
Mass customization has become important to business because of the difficulties for customers in finding what they want despite an increase in product variety for many categories over the past decades. The emergence of modern technologies in production and communication, however, allows companies to offer customised products and services without relinquishing economies of scale. The advent of web interfaces has finally given the opportunity to achieve completely the involvement of the customer… 
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