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
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