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Mass customization in an endogenous-timing game with vertical differentiation

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  • Loginova, Oksana
  • Wang, X. Henry

Abstract

We study mass customization in a duopoly game in which the firms' products have different qualities. Whether customization choices are made simultaneously or sequentially is endogenously determined. Specifically, the customization stage of the game involves two periods. Each firm either selects its product type in period 1 or postpones this decision to period 2. We show that customization by one or both firms occurs only if the quality difference is sufficiently large. Flexibility of timing in the customization stage sometimes enables the firms to achieve an outcome that is Pareto superior to that if they were constrained to simultaneous customization choices. Although the high quality firm is more likely to customize, in some circumstances the low quality firm can obtain an advantage by becoming the first and only firm to adopt customization.

Suggested Citation

  • Loginova, Oksana & Wang, X. Henry, 2013. "Mass customization in an endogenous-timing game with vertical differentiation," Economic Modelling, Elsevier, vol. 33(C), pages 164-173.
    • Handle: RePEc:eee:ecmode:v:33:y:2013:i:c:p:164-173
    DOI: 10.1016/j.econmod.2013.03.011
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    References listed on IDEAS

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    Cited by:

    1. Peter-J. Jost, 2024. "Market expansion and the scope of mass customization," Marketing Letters, Springer, vol. 35(1), pages 73-94, March.
    2. Na Liu & Pui-Sze Chow & Hongshan Zhao, 2020. "Challenges and critical successful factors for apparel mass customization operations: recent development and case study," Annals of Operations Research, Springer, vol. 291(1), pages 531-563, August.

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    More about this item

    Keywords

    Mass customization; Horizontal differentiation; Vertical differentiation; Endogenous timing;
    All these keywords.

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games

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