Understanding the customer value of co-designing individualised products

  title={Understanding the customer value of co-designing individualised products},
  author={Hagen Habicht and Stefan R. Thallmaier},
Mass customisation (MC) is a business strategy that seeks to gain a competitive edge through enhancing product-centred offers with individualisation services. In its core process of customer co-design, toolkits enable customers to translate their needs into product specifications. The present study investigates how customer value is created within the co-design process. Data from 211 customers of a luxury shoe individualiser were retrieved and subsequently analysed using SEM-PLS. We find… CONTINUE READING