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2011 | OriginalPaper | Buchkapitel

1. The Need for Personalisation

verfasst von : Paolo Coletti, Thomas Aichner

Erschienen in: Mass Customization

Verlag: Springer Berlin Heidelberg

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Abstract

Mass customization finds its roots in the basic human needs. As soon as mankind, or at least a part of it, has found a way to satisfy the basic physical needs, the attention has been redirected towards personalizing products in order to improve the personal utility of a product and to show personal status and power. However, only with the use of mass production and assembly line technology for personalisation purposes made personalised products available to a growing number of customers for a reasonable price. It is possible to offer customization at different stages of the manufacturing process: distribution, assembly, fabrication or design. According to the stage where it is introduced, the result and the difficulties faced for the effective implementation vary. Therefore, companies adopt different business models with different scopes when starting to insert a mass customization strategy in their production and products' offer.

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Fußnoten
1
Kleinginna and Kleinginna (1981).
 
2
Huitt (2001).
 
3
Maslow (1943).
 
4
Maslow and Lowery (1998).
 
5
James (1962); Mathes (1981).
 
6
Alderfer (1972).
 
7
Leonard et al. (1995).
 
9
 
12
http://​www.​dictionary.​com, accessed January 2010.
 
14
Wells et al. (2007).
 
15
for Italy in January 2010.
 
16
Moser (2007).
 
17
Forza et al. (2005); Huang and Kusiak (1998); Jiao and Tseng (1999); Swaminathan and Tayur (1998); Su et al. (2005); Krishnan and Chakravarti (1999); Salvador et al. (2002, 2004).
 
18
Amburgey et al. (1993).
 
19
Moser (2007).
 
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Metadaten
Titel
The Need for Personalisation
verfasst von
Paolo Coletti
Thomas Aichner
Copyright-Jahr
2011
Verlag
Springer Berlin Heidelberg
DOI
https://doi.org/10.1007/978-3-642-18390-4_1