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Company-customer interaction in mass customization

  • Advances in manufacturing and information technologies have made it possible for firms to satisfy consumers’ increasing demand for unique products. Although, the mass customization of products is prevalent in almost all industries today, firms’ optimal mass customization strategy is still not that clear. The initial attempt to mass customization of a number of firms failed, because it proved to be unprofitable, while others have successfully established mass customization as a product strategy. The optimal degree of mass customization solves two decision problems: first, firms’ trade-off between the coverage of consumers’ preferences to charge a premium price and cost-efficient production; second, consumers’ trade-off between tailoring a product to their needs and interaction costs. In an attempt to facilitate managerial decision making, this thesis studies a firm’s mass customization decision in a game-theoretical model that combines the decision problems faced by each player in the interaction. Based on this model of company-customer interaction, novel insights into the optimal mass customization strategy of firms depending on their market and competitive environment are gained.

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Metadaten
Author:Süsser Theresa
URN:urn:nbn:de:hbz:992-opus4-7400
Publisher:WHU - Otto Beisheim School of Management
Place of publication:Vallendar
Referee:Peter-J. Jost, Stefan Spinler
Document Type:Doctoral Thesis
Language:English
Date of Publication (online):2019/05/06
Date of first Publication:2016/08/01
Publishing Institution:WHU - Otto Beisheim School of Management
Granting Institution:WHU - Otto Beisheim School of Management
Date of final exam:2017/03/28
Release Date:2019/05/06
Tag:Firmen-Kunden-Interaktion; Massenanpassung; Produkt
Company-customer interaction; Mass-customization; Product
Page Number:216
Institutes:WHU Management Group / Chair of Organization Theory
Licence (German):Copyright this PhD thesis