Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities

@article{Piller2005OvercomingMC,
  title={Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities},
  author={Frank Thomas Piller and Petra Schubert and Michael Koch and Kathrin M. M{\"o}slein},
  journal={J. Computer-Mediated Communication},
  year={2005},
  volume={10}
}
The idea of integrating users into a co-design process as part of a mass customization strategy is a promising approach for companies being forced to react to the growing individualization of demand. Compared to the rather huge amount of literature on manufacturing and information systems for mass customization, only little research discusses the role of the customer within the co-design process. Customers face new uncertainties and risks, coined “mass confusion” in this paper, when acting as… CONTINUE READING