Mass Customization (eBook)

An Exploration of European Characteristics

Paolo Coletti, Thomas Aichner (Autoren)

eBook Download: PDF

2011 | 2011
X, 100 Seiten
Springer Berlin (Verlag)
978-3-642-18390-4 (ISBN)

Infos

 

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.

Inhalt

Preface 5
Acknowledgments 6
Contents 7
1 The Need for Personalisation 9
Abstract 9
1.1…The Evolution of Needs 9
www.boarddesigner.com 12
www.edelwiser.com 13
www.personalnovel.net 14
www.mymms.com 16
www.dell.com 17
www.mini.com 20
1.2…Trend in Product Variety 21
1.3…Emergence of Mass Customization 23
www.myjones.com 24
1.3.1 Competencies 26
1.3.2 Transition and Implementation 27
References 29
2 Mass Customization 30
Abstract 30
2.1…Different Perspective to Mass Customization 30
www.plusbrief-individuell.de 32
www.mytwinn.com 33
2.2…Electronic Mass Customization 36
www.lanyman.com 38
2.3…Mass Customization Strategies 39
www.mykswiss.com 42
2.3.1 A Demonstrative Model for Customized Assembly 43
References 46
3 Empirical Investigation 48
Abstract 48
3.1…Sample and Methodology 48
3.2…Factors Impacting Consumers’ Behaviour 50
3.2.1 Prices and Availability 51
3.2.2 Personalisation Intention 52
3.2.3 Time 54
3.2.4 Brand 56
References 57
4 Conclusions 58
Abstract 58
4.1…The Role of Stores for Mass Customized Products 61
References 61
Appendix I: Survey’s Questions 63
Appendix II: English Questionnaire 68
Appendix III: German Questionnaire 71
Appendix IV: Italian Questionnaire 74
Appendix V: Questionnaire’s Answers 77

Produkt-Details

• Erscheint lt. Verlag: 11.4.2011
• Reihe/Serie: SpringerBriefs in Business
• Reihe/Serie: SpringerBriefs in Business
• Zusatzinfo: X, 100 p. 20 illus.
• Verlagsort: Berlin
• Sprache: englisch
• Themenwelt: Mathematik / Informatik ► Informatik
• Themenwelt: Mathematik / Informatik ► Mathematik ► Statistik
• Themenwelt: Technik
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Logistik / Produktion
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: E-Commerce • empirical investigation • Mass Customization • mass customization marketing
• ISBN-10: 3-642-18390-5 / 3642183905
• ISBN-13: 978-3-642-18390-4 / 9783642183904