<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing</p>
</abstract>

Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing

Customization: A Goldmine or a Wasteland?

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Customization: A Goldmine or a Wasteland?"}

Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular...

Customization: A Goldmine or a Wasteland?

Publié en ligne: 19 juil. 2014

Pages: 26 - 33

DOI: https://doi.org/10.2478/gfkmir-2014-0060

Mots clés
individualization, mass customization, segmentation, innovation, customer integration

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Customization: A Goldmine or a Wasteland?

Publié en ligne: 19 juil. 2014

Pages: 26 - 33

DOI: https://doi.org/10.2478/gfkmir-2014-0060

Mots clésindividualization, mass customization, segmentation, innovation, customer integration

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
individualization, mass customization, segmentation, innovation, customer integration