Question: 1. What are the operational challenges associated with developing new boutique hotels? 2. What can we learn from the mass customization of tangible goods (e.g.,

1. What are the operational challenges associated with developing new boutique hotels?
2. What can we learn from the mass customization of tangible goods (e.g., Lands' End or Dell) that can be applied to the mass customization of services (e.g., boutique hotels)?
3. How can boutique hotels maintain a consistent/standard level of service without compromising their unique/personalized service mission?

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