Complementing Mass Customization Toolkits with User Communities: How Peer Input Improves Customer Self-Design
In this paper, the authors propose that the canonical customer-toolkit dyad in mass customization (MC) should be complemented with user communities. Many companies in various industries have begun to offer their customers the opportunity to design their own products online. The companies provide Web...
| Main Authors: | , , |
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| Format: | Others |
| Language: | en |
| Published: |
Wiley-Blackwell
2008
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| Online Access: | http://epub.wu.ac.at/4707/1/Franke_Keinz_Schreier_2008_JPIM_Complementing%2Dmass%2Dcustomization%2Dtoolkits.pdf http://dx.doi.org/10.1111/j.1540-5885.2008.00321.x |