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

Coletti, Paolo; Aichner, Thomas

Softcover

ISBN 10: 3642183891 ISBN 13: 9783642183898

Publisher: Springer, 2011

Synopsis

With mass production unable to fulfil the needs of an increasingly demanding customer base, and mass product customization the new buzzword, this book analyzes differing production paradigms to arrive at a definition not restricted to mere modules assembly.

About this title

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.

Edition details

• Publisher: Springer
• Publication date: 2011
• Language: English
• ISBN 10: 3642183891
• ISBN 13: 9783642183898
• Binding: Paperback
• Number of pages: 110