TITLE

YOU CHOOSE, YOU LOSE

AUTHOR(S)
Leon, George H.
PUB. DATE
January 2006
SOURCE
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p40
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
"Have it your way" quickly became the focus of consumer marketing in a variety of categories. The theory has been that customer choice differentiates the brand and engenders customer loyalty. However, in some segments of the B2B world, unconstrained customer choice translates into manufacturing platform complexity, maintenance of multiple supplier relationships, and higher engineering and development costs
ACCESSION #
19678387

 

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