Faculty News
In an op-ed, Prof. Michelle Greenwald presents questions businesses should ask when considering customization as a differentiation tool
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Excerpt from Forbes -- "How much of a price premium will consumers be willing to pay for the benefits, or will the customization be viewed as a competitive tactic to increase new customer acquisitions and brand loyalty, without a price premium? In the latter case, there is a calculable marketing replacement value to customization."
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