منابع مشابه
Competitive Effects of Mass Customization
The existing theoretical literature on mass customization maintains that customization reduces product differentiation and intensifies price competition. In contrast, operations management studies argue that customization serves primarily to differentiate a company from its competitors. Interactive involvement of the customer in product design creates an affective relationship with the firm, re...
متن کاملCompetitive Customization
We study a duopoly competition where customers have different preferences and one or both firms can offer customized products geared to those preferences. Firms differ in their production costs and customization capabilities. We analyze the effects of these differences and characterize the firms’ strategic process choices. We find that the value of customization to a firm critically depends on ...
متن کاملCompetitive Customization - Online Appendix
A. Addendum to Lemma 1: There are two cases depending on whether one of the firms dominates the market. The case where no firm dominates the market is described in Lemma 1. The following table states the equilibrium prices and profits when one of the firms dominates the market. We describe the equilibrium only when Firm 1 dominates the market for (T, T),(CU, CU) and (CM, CM) as the results are ...
متن کاملMass Customization
Mass customization can be defined as producing goods and services to meet individual customer’s needs with near mass production efficiency [1]. This term was coined to parallel mass production that relied on producing large volumes of identical products like the Ford Model T line. The fundamental difference between mass production and mass customization is in the amount of product variety that ...
متن کاملBringing the Competitive Advantage of Mass Customization into Mass Production Congress on Mass Customization and Personalization 18-21 Sept in Hong Kong
These companies have followed two approaches. For the business offering pure personalization to their customers, Mass Customization provided the possibility of improving the efficiency of their process while maintaining the level of personalization. On the other hand, those companies offering a more or less wide product catalogue switched from a catalogue personalization (market segment oriente...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Review of Marketing Science
سال: 2012
ISSN: 1546-5616
DOI: 10.1515/1546-5616.1139