Media type: E-Article Title: Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior? Contributor: Bharadwaj, Neeraj; Walker Naylor, Rebecca; Hofstede, Frenkel Ter Published: Walter de Gruyter GmbH, 2012 Published in: GfK Marketing Intelligence Review, 4 (2012) 2 Language: Not determined DOI: 10.2478/gfkmir-2014-0032 ISSN: 1865-5866 Keywords: General Medicine Origination: Footnote: Access State: Open Access