Quotation Franke, Nikolaus, Keinz, Peter, Steger, Christoph. 2010. Customization: A goldmine or a wasteland? GFK Marketing Intelligence Review 2 (2): S. 26-33.




Should firms invest in customization strategies? Customization is a "hot" topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal GFK Marketing Intelligence Review
WU-Journal-Rating new MAR-D, STRAT-D
Language English
Title Customization: A goldmine or a wasteland?
Volume 2
Number 2
Year 2010
Page from 26
Page to 33
DOI http://dx.doi.org/10.2478/gfkmir-2014-0060


Franke, Nikolaus (Details)
Keinz, Peter (Details)
Steger, Christoph (Former researcher)
Institute for Entrepreneurship and Innovation IN (Details)
Research Institute for Family Business FI (Details)
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