Interactive Value Creation - Mass Customization: About "Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?"

Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, RWTH Aachen University, language: English, abstract: Due to the shift from seller to buyer markets in recent times, where instead of productivity and cost efficiency now other goals like quality, time and flexibility become more important, firms have to react. Furthermore, availability of modern information and communication technologies, notably the internet and the resulting ma...