A new marketing approach to mass customisation

@article{Piller2004ANM,
  title={A new marketing approach to mass customisation},
  author={Frank Thomas Piller and Melanie M{\"u}ller},
  journal={Int. J. Computer Integrated Manufacturing},
  year={2004},
  volume={17},
  pages={583-593}
}
Companies today have to adopt strategies that embrace both a closer reaction to the customers’ needs and efficiency. Mass customisation meets this challenge by offering individually customised goods and services with mass production efficiency. According to a number of recent surveys, there is evidence for the increasing importance of this strategy in various industries. But what do the customers think? This paper addresses mass customisation from the customer perspective. If the market demand… CONTINUE READING
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