Mass Customization: An Exploration of European by Paolo Coletti

By Paolo Coletti

Mass Customization excites either Researchers and Practitioners due to the probability to supply personalized items with mass construction potency. Mass Customization - An Exploration of eu features provides an outline at the desire for personalization from a client standpoint, analyses Mass Customization theories and assesses correct most sensible practices of eu and foreign markets. the result of a survey between greater than 500 eu consumers exhibit a declining willingness of shoppers to compromise at the factor of suitability of goods to their own wishes and personal tastes, the prospect for corporations to wreck model loyalty and the impression of quick availability, supply time and value to the customer's willingness to participate within the co-creation process.

Mass Customization has turn into very important to enterprise end result of the problems of consumers to discover what they wish regardless of a rise in product sort for lots of items during the last many years. The emergence of recent applied sciences in creation and verbal exchange, notwithstanding, permits businesses to supply custom-made items with no relinquishing economies of scale. With merely few businesses having taken this promising direction, the authors think that Mass Customization and Mass Customization similar advertising options will play a vital function sooner or later and advised either marketplace leaders and their rivals to supply customization on a wide scale for an enormous number of products.

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It also emphasizes the possible limit of delivery time, but shows at the same time that brand loyalty barriers can be broken in favour of personalization. While sex, being for sure a discriminating factor in Internet usage and online shopping, does not make any difference in personalisation’s intention. 1 Sample and Methodology A survey has been conducted from February 25, 2008 to June 30, 2008 with the aim to explore both the potential and the challenges of markets for personalised products from a customer’s point of view.

Coletti and T. 1 Overview of exemplary definitions of mass customization used in literature Is mass customization applicable to products and/or services? Davis (1994, p. 180): ‘‘But mass customization is not restricted to products and services. ’’ Duray (2002, p. ’’ Ettlie and Ward (1997, p. ’’ Franke and Piller (2004, p. ’’ Hart (1995, p. ’’ von Hippel (1998), pp. ’’ Zipkin (2001, p. 3 For some authors the definition is limited to the manufacturing of goods,4 whereas others also have used it to describe other value chain activities, such as distribution5 or marketing.

Moreover, the interest and especially ability of personalisation changes strongly with product’s familiarity, as found by Loginova11 and this can represent a further incentive or disincentive towards investing time in customisation. In order to check which ones might be the potentially open markets, the willingness to change brand in exchange for personalisation has been asked to the survey’s respondents. Since brand loyalty depends strongly on the product category, the question is split into seven different categories: footwear, clothing, sport equipment, computers, dinnerware, toys, gifts.

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