• DOI:10.1057/DDDMP.2013.34
Corpus ID: 167801827

Customers’ online shopping preferences in mass customization

@article{Aichner2013CustomersOS,
  title={Customers’ online shopping preferences in mass customization},
  author={T. Aichner and P. Coletti},
  journal={Journal of Direct, Data and Digital Marketing Practice},
  year={2013},
  volume={15},
  pages={20-35}
}

T. Aichner, P. Coletti

Published 2013

Business

Journal of Direct, Data and Digital Marketing Practice

Mass customization has become important to business because of the difficulties for customers in finding what they want despite an increase in product variety for many categories over the past decades. The emergence of modern technologies in production and communication, however, allows companies to offer customised products and services without relinquishing economies of scale. The advent of web interfaces has finally given the opportunity to achieve completely the involvement of the customer… CONTINUE READING

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