“…Producing customized products often costs more than MP Kotha, 1995;Åhlström & Westbrook, 1999;Zipkin, 2001;Berman, 2002;Broekhuizen & Alsem, 2002;Kakati, 2002;Bardacki & Whitelock, 2003;Piller & Müller 2004MC Beaty 1996Svensson & Barfod 2002;Berman 2002;MacCarthy & Brabazon 2003;Piller & Müller 2004 MC Finding right amount, balance of offered customization Tiihonen & Soininen, 1997;Tiihonen et al, 1998 CP Component sharing across product lines may cause customer to see the products as overly similar Pine, 1993b;Berman, 2002;Kakati, 2002 MC Possible channel conflicts with retailers Wind & Rangaswamy, 2001;Broekhuizen & Alsem, 2002MC Huffman & Kahn, 1998 MC Elicitation difficulties can cause lost business, image, and lower customer and dealer loyalty and satisfaction. Fohn et al, 1995;Heatley et al, 1995;Yu & Skovgaard, 1998;Forza & Salvador, 2002a CP…”