1 Strategic Implications of Alternative Customization Approaches Scott Fay Deb Mitra Qiong Wang Department of Marketing Department of Marketing Smeal College of Business University of Florida University of Florida Pennsylvania State University P.O. Box 117155 P.O. Box 117155 University Park, PA 16802 Gainesville, FL 32611-7155 Gainesville, FL 32611-7155 Phone: 352-392-0161 Ext. 1249 Phone: 352-392-0161 Ext. 1247 Phone: 352-392-0161 Ext. 1249 Fax: 352-846-0457 Fax: 352-846-0457 Fax: 352-846-0457 e-mail: scott.fay@cba.ufl.edu e-mail: deb.mitra@cba.ufl.edu e-mail: qiongw@ufl.edu August 2006