Mass Customization excites both Researchers and Practitioners
because of the possibility to produce customized products with mass
production efficiency. Mass Customization - An Exploration of
European Characteristics gives an overview on the need for
personalisation from a customer perspective, analyses Mass
Customization theories and assesses relevant best practices of
European and International markets. The results of a survey among
more than 500 European customers show a declining willingness of
customers to compromise on the issue of suitability of products to
their personal needs and preferences, the possibility for companies
to break brand loyalty and the influence of immediate availability,
delivery time and price to the customer's willingness to take part
in the co-creation process.
Mass Customization has become important to business because of
the difficulties of customers to find what they want despite an
increase in product variety for many products over the past
decades. The emergence of modern technologies in production and
communication, however, allows companies to produce customized
products without relinquishing economies of scale. With only few
companies having taken this promising path, the authors believe
that Mass Customization and Mass Customization related marketing
strategies will play an essential role in the future and prompt
both market leaders and their competitors to offer customization on
a large scale for a vast variety of products.
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