West, Ford & Ibrahim: Strategic Marketing 
Internet Exercises
Additional Case StudiesWest, Ford & Ibrahim: Strategic Marketing
Chapter 07
- Using the option for innovation model (Berthon et al. 1999), go to the web site of Acer (www.acer.com) and try to find out which option/s does Acer follow? Do you think that such a choice is suitable for Acer? If yes, why? If no, try to suggest an alternative mode. What is the rationale of your choice?
- Visit the following websites www.gap.com, www.asuitthatfits.co.uk, and www.hughharris.co.uk and find out which of them are employing customisation strategy. Among those who are employing it, can you describe the strategy as mass customisation or not? Why?
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