A review and a conceptual framework of the key value drivers of mass customisation

Damm, Raphael and Pablos Heredero, Carmen de and Rodríguez Monroy, Carlos (2013). A review and a conceptual framework of the key value drivers of mass customisation. "International Journal of Technology Marketing", v. 8 (n. 4); pp. 411-430. ISSN 1741-8798. https://doi.org/10.1504/IJTMKT.2013.056832.

Description

Title: A review and a conceptual framework of the key value drivers of mass customisation
Author/s:
  • Damm, Raphael
  • Pablos Heredero, Carmen de
  • Rodríguez Monroy, Carlos
Item Type: Article
Título de Revista/Publicación: International Journal of Technology Marketing
Date: October 2013
ISSN: 1741-8798
Volume: 8
Subjects:
Freetext Keywords: Mass customisation; customer value; success factors; willingness to pay; WTP; marketing; conceptual framework; key value drivers.
Faculty: E.T.S.I. Industriales (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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Abstract

The aim of this paper is to conceptualise the key value drivers of mass customisation in order to provide a structured approach to explain the added value that customers attribute to mass customised products. We assume that the added value of mass customisation is ultimately reflected in an increased willingness to pay. Previous studies show diverse results concerning customers' willingness to pay for mass customised products. We contribute to the existing body of research by suggesting and discussing the influence of general product characteristics and factors of the mass customisation approach on the key value drivers of mass customisation. Furthermore, the development of a conceptual framework offers explanations for the dissimilarity in customers' willingness to pay and advances the knowledge about the value increment of mass customised products as perceived by customers.

More information

Item ID: 29394
DC Identifier: http://oa.upm.es/29394/
OAI Identifier: oai:oa.upm.es:29394
DOI: 10.1504/IJTMKT.2013.056832
Official URL: http://www.inderscience.com/info/inarticletoc.php?jcode=ijtmkt&year=2013&vol=8&issue=4
Deposited by: Memoria Investigacion
Deposited on: 12 Nov 2014 17:24
Last Modified: 12 Nov 2014 17:24
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