For instance, involvement of end-users in innovation results in high levels of mass customization and stock keeping unit (SKU) proliferation (Etgar, 2008). What are the implications of increased customization and SKU proliferation for the supply chain managers? How do firms handle the complications created by mass customization and SKU proliferation? Empirical research answering these questions would provide invaluable contribution to the SCM and S-D logic discussion. In addition, SCM researchers may examine ways in which the end-users can contribute value to the network from a supply perspective that is not currently covered by marketing researchers.