Overview
- Provides a complete overview on mass customisation theories and implementation strategies
- Includes 11 examples of mass customization implementation in different sectors
- Based on a marketing survey with over 500 european respondents
- Includes supplementary material: sn.pub/extras
Part of the book series: SpringerBriefs in Business (BRIEFSBUSINESS)
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Table of contents (4 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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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.
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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.
Authors and Affiliations
Bibliographic Information
Book Title: Mass Customization
Book Subtitle: An Exploration of European Characteristics
Authors: Paolo Coletti, Thomas Aichner
Series Title: SpringerBriefs in Business
DOI: https://doi.org/10.1007/978-3-642-18390-4
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Paolo Coletti 2011
Softcover ISBN: 978-3-642-18389-8Published: 03 April 2011
eBook ISBN: 978-3-642-18390-4Published: 11 April 2011
Series ISSN: 2191-5482
Series E-ISSN: 2191-5490
Edition Number: 1
Number of Pages: X, 100
Number of Illustrations: 20 b/w illustrations
Topics: Marketing, e-Commerce/e-business, Business and Management, general, Statistics for Social Sciences, Humanities, Law, Operations Management