Consumers are increasingly demanding products that closely match their individual preferences, and advances in manufacturing and information technologies have made it possible to satisfy this demand. This can be done in two ways. Under the traditional approach, firms can produce a larger number of product variants, and the greater selection enables consumers to find products that are closer to ...

Article history: Received 10 April 2008 Accepted 11 December 2008 Available online 25 December 2008

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