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001 u375727
003 SIRSI
005 20160812084338.0
007 cr nn 008mamaa
008 110409s2011 gw | s |||| 0|eng d
020 _a9783642183904
_9978-3-642-18390-4
040 _cMX-MeUAM
050 4 _aHF5410-5417.5
082 0 4 _a658.8
_223
100 1 _aColetti, Paolo.
_eauthor.
245 1 0 _aMass Customization
_h[recurso electrónico] :
_bAn Exploration of European Characteristics /
_cby Paolo Coletti, Thomas Aichner.
264 1 _aBerlin, Heidelberg :
_bSpringer Berlin Heidelberg,
_c2011.
300 _aX, 100p. 20 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aSpringerBriefs in Business
520 _a  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.
650 0 _aEconomics.
650 0 _aStatistics.
650 0 _aMarketing.
650 1 4 _aEconomics/Management Science.
650 2 4 _aMarketing.
650 2 4 _ae-Commerce/e-business.
650 2 4 _aBusiness/Management Science, general.
650 2 4 _aStatistics for Social Science, Behavorial Science, Education, Public Policy, and Law.
650 2 4 _aProduction/Logistics/Supply Chain Management.
700 1 _aAichner, Thomas.
_eauthor.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783642183898
830 0 _aSpringerBriefs in Business
856 4 0 _zLibro electrónico
_uhttp://148.231.10.114:2048/login?url=http://link.springer.com/book/10.1007/978-3-642-18390-4
596 _a19
942 _cLIBRO_ELEC
999 _c203607
_d203607