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Demand for Customized Products, Production Flexibility, and Price Competition

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  • William Novshek
  • Lynda Thoman

Abstract

We examine markets where, in addition to production of standard (core) products, mass customization is technologically feasible. We compare a setting where a monopolist provides both standard and custom goods to a setting where an entrant joins the custom market and find customers' tastes affect the social desirability of entry. The entrant is unconcerned about the impact of its custom production on the incumbent's core product market and in some cases may supply more custom products than is socially desirable. Entry enhances (reduces) social welfare if consumers' core valuations are positively (negatively) related to their value added for customization.

Suggested Citation

  • William Novshek & Lynda Thoman, 2006. "Demand for Customized Products, Production Flexibility, and Price Competition," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 15(4), pages 969-998, December.
    • Handle: RePEc:bla:jemstr:v:15:y:2006:i:4:p:969-998
    DOI: 10.1111/j.1530-9134.2006.00124.x
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    References listed on IDEAS

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    Cited by:

    1. Astrid Jung, 2001. "Are Product Innovation and Flexible Technology Complements?," CIG Working Papers FS IV 01-07, Wissenschaftszentrum Berlin (WZB), Research Unit: Competition and Innovation (CIG), revised Feb 2003.
    2. Fogliatto, Flavio S. & da Silveira, Giovani J.C. & Borenstein, Denis, 2012. "The mass customization decade: An updated review of the literature," International Journal of Production Economics, Elsevier, vol. 138(1), pages 14-25.
    3. Kalaignanam, Kartik & Kushwaha, Tarun & Rajavi, Koushyar, 2018. "How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows," Journal of Retailing, Elsevier, vol. 94(3), pages 265-279.
    4. Chen, Shiuann-Shuoh & Choubey, Bhaskar & Singh, Vinay, 2021. "A neural network based price sensitive recommender model to predict customer choices based on price effect," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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