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SpringerBriefs in Business

Mass Customization

An Exploration of European Characteristics

Authors: Coletti, Paolo, Aichner, Thomas

  • 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
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eBook $69.99
price for USA (gross)
  • ISBN 978-3-642-18390-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $89.99
price for USA
  • ISBN 978-3-642-18389-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

 

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.

Table of contents (4 chapters)

Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-642-18390-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $89.99
price for USA
  • ISBN 978-3-642-18389-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Mass Customization
Book Subtitle
An Exploration of European Characteristics
Authors
Series Title
SpringerBriefs in Business
Copyright
2011
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Paolo Coletti
eBook ISBN
978-3-642-18390-4
DOI
10.1007/978-3-642-18390-4
Softcover ISBN
978-3-642-18389-8
Series ISSN
2191-5482
Edition Number
1
Number of Pages
X, 100
Number of Illustrations and Tables
20 b/w illustrations
Topics