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Franke, N., Keinz, P. and Steger, C.J. (2009) Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences? Journal of Marketing, 73, 103-121. http://journals.ama.org/doi/abs/10.1509/jmkg.73.5.103 http://dx.doi.org/10.1509/jmkg.73.5.103

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