Handbook of Research in Mass Customization and Personalization (in 2 Volumes)

ISBN-13: 9789814280259 / Angielski / Twarda / 2010 / 1148 str.

Frank T. Piller; Mitchell M. Tseng

Opis

A growing heterogeneity of demand, the advent of 'long tail markets', exploding product complexities, and the rise of creative consumers are challenging companies in all industries to find new strategies to address these trends. Mass customization (MC) has emerged in the last decade as the premier strategy for companies in all branches of industry to profit from heterogeneity of demand and a broad scope of other customer demands. The research and practical experience collected in this book presents the latest thinking on how to make mass customization work. More than 50 authors from academia and management debate on what is viable now, what did not work in the past, and what lurks just below the radar in mass customization, personalization, and related fields.