# In an op-ed, Prof. Michelle Greenwald presents questions businesses should ask when considering customization as a differentiation tool

1 Faculty News October 8, 2014 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](http://www.forbes.com/sites/michellegreenwald/2014/10/08/infinite-customization-12-category-examples-6-key-questions-to-ask/) -- "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."

[Read more](http://www.forbes.com/sites/michellegreenwald/2014/10/08/infinite-customization-12-category-examples-6-key-questions-to-ask/)