Mass Customization: An Exploration of European Characteristics (SpringerBriefs in Business)

Coletti, Paolo & Aichner, Thomas

ISBN 10: 3642183891 / ISBN 13: 9783642183898

Published by Springer, 2011

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Bibliographic Details

• Title: Mass Customization: An Exploration of European Characteristics (SpringerBriefs in Business)
• Publisher: Springer
• Publication Date: 2011
• Language: English
• ISBN 10: 3642183891
• ISBN 13: 9783642183898
• Binding: Paperback
• Condition: Very Good
• Weight: 5 ounces

About this title

Synopsis

 

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.

From the Back Cover

Today customer value creation is heavily dependent on the customization of mass-products. After having reached its peak in the past mass production can no longer fulfil increasing customer demands sufficiently. After the start of new production techniques and user-friendly interfaces in combination with the Internet the issue of mass customization started to develop significantly. This book analyses different mass customization production paradigms in trying to find a shared definition which is not limited to mere modules assembly. It also empathizes the difficulties and problems, from user-friendly interfaces to very rigid customers' demand curve towards price and time issues. Based on a marketing survey of over 500 European respondents the results indicate the possibility of breaking brand's fidelity through mass-customized products provided by a short delivery time and an identical price.