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Book synopsis

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.

Book details

Book category Books in English Society & social sciences Sociology & anthropology Sociology

• Full title: Mass Customization
• Subtitle: An Exploration of European Characteristics
• Author: Paolo Coletti, Thomas Aichner
• Language: English
• Binding: Paperback
• Number of pages: 100
• EAN: 9783642183898
• ISBN: 3642183891
• ID: 05281283
• Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Weight: 160 g
• Dimensions: 237 × 158 × 8 mm
• Date of publishing: 01. April 2011

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