Achieving Mass Customization Through Postponement: A Study of International Changes

A resource‐based view of the firm

Birger Wernerfelt · Strategic Management Journal · 1984 · 24.8K citations · Full text

Management, Strategic Management, Strategy +17

The four faces of mass customization.

James H. Gilmore, B. Joseph Pine · PubMed · 1998 · 922 citations

Management, Operations Management, Strategic Management +16

Capturing the value of supplementary services

James C. Anderson, James A. Narus · Harvard business review · 1995 · 769 citations

Public Affairs, Economics, Fundraising +8

Evolution of the Marketing Organization: New Forms for Turbulent Environments

Ravi S. Achrol · Journal of Marketing · 1991 · 628 citations

Business, Marketing, Organization Studies +13

Mass customization: Implementing the emerging paradigm for competitive advantage

Suresh Kotha · Strategic Management Journal · 1995 · 609 citations

Business, Strategic Management, Strategy +9