As shoppers demand customization, companies say: Do it yourself
Mar 7, 2011
CHICAGO ― Blame it on Starbucks. Consumers seem to be looking for ways to personalize everything they buy. It’s not just picking apps for their phones, special touches for their shoes or music for their iPods, but down to customizing everything from mashed potatoes to the water they drink.Alexander Chernev, an associate professor of marketing at Northwestern’s Kellogg School of Management, said co