Customizing Complex Products: When Should the Vendor Take Control ?

M Ghosh, S Dutta, Stefan Stremersch

Research output: Contribution to journalArticleAcademicpeer-review

67 Citations (Scopus)
Original languageEnglish
Pages (from-to)664-679
Number of pages16
JournalJournal of Marketing Research
Volume43
Issue number4
DOIs
Publication statusPublished - 2006
Externally publishedYes

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