Review
Open access
Sep 2026
Customisation Practices and SME Performance: A Systematic Review with Implications for Culinary Enterprises
Customisation is increasingly used to align products and services with heterogeneous customer needs, yet evidence on its business value is fragmented across manufacturing, services, digital platforms, and food-service settings, with limited direct evidence for African culinary small and medium-sized enterprises (SMEs)....
Rashid Lubaale, Anas Tajudin, Yassin Is'haq Amandu
· East African Journal of Busi... · 0 citations