customers are intergrated into value creation by defining, configuring, matching, or modifying an individual solution. Customization demands that the recipients of the customized goods transform their needs and desires into a concrete product specification. Without the customers' deep involvement, the manufacturer would be unable to fill each individualized product demand adequately.From a strategic management perspective, mass customization is a differentiation strategic. From a managerial point of view, customization can be carried out with regard to fit, style, and functionality. At the same time, the space within which a mass customization offering is able to satisfy a customer's needs is finite. A successful mass customization system is characterized by stable but still flexible and responsive processes the provide a dynamic flow of products.Research shows that the customers for mass customized products are frequently willing to pay a price premium to reflect the increment of value that they gain from having a product that better fits their needs. At the same time, if the price of customization becomes too high, then customers are likely to stay with the standard product.
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