Alessio Trentin

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1 Firms offering high product variety and customization can paradoxically experience a loss of sales because customers feel overwhelmed by the number of product configurations offered. Sales configurators may be a solution for avoiding this paradox, but relatively few studies have focused on the characteristics they should have in order to overcome this(More)
Due to increasingly sophisticated customers and, at the same time, intensifying competition, companies are paying a growing attention to mass customization [1,2], with many successful implementation cases reported in literature [3]. While more ''visionary'' definitions of mass customization have appeared in literature since the term was coined in the late(More)
Mass Customizers (MCs) often sell personalized products through Web Based Sales Configurators (WBSCs). Recently, a number of them have connected their WBSCs with Social Software Applications (SSAs). This is not surprising since SSAs provide an interactive and socially rich shopping experience, which makes shopping on WBSCs more similar to retail shopping(More)
Literature has recently conceptualized five capabilities that a sales configurator should deploy in order to help avoid the product variety paradox, namely the risk that offering more product variety and customization to the market paradoxically results in a loss of sales. However, no studies have investigated the effect of such capabilities on the value(More)
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