Mass Customization An Exploration of European Characteristics
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 fo
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Paolo Coletti Thomas Aichner •
Mass Customization An Exploration of European Characteristics
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Paolo Coletti School of Economics and Management Free University of Bolzano Bozen Piazza dell’Univerità 1 39100 Bolzano Italy [email protected]
Thomas Aichner Mezzavia Sarentino 13/B 39050 San Genesio Atesino Italy [email protected]
ISSN 2191-5482
e-ISSN 2191-5490
ISBN 978-3-642-18389-8
e-ISBN 978-3-642-18390-4
DOI 10.1007/978-3-642-18390-4 Springer Heidelberg Dordrecht London New York Ó Paolo Coletti 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: eStudio Calamar, Berlin/Figueres Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Preface
Mass customization excites both researchers and practitioners because of the possibility to produce customized products with mass production efficiency. This book 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.
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Acknowledgments
The authors would like
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