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| Author: | Piller, F. Schoder, D. |
| Title: | Mass customization und electronic commerce |
| Journal: | Zeitschrift für Betriebswirtschaft
1999 : VOL. 69:10, p. 1111-1136 |
| Index terms: | COMPETITION DEMAND ANALYSIS MASS PRODUCTION ELECTRONIC SHOPPING GERMANY |
| Language: | ger |
| Abstract: | Enterprises in all branches of industry are being forced to react to the growing individualization of demand, yet at the same time, increasing competitive pressure dictates that costs must also continue to decrease. Companies have to adopt strategies which embrace both efficiency and customi- zation. Mass Customization meets this challenge by offering the mass production of individually customized goods and services. It aims to offer each customer exactly what he wants - at a price which is only marginally higher than that of the standard product which provided the basis for custo- mization. Due to the importance of efficient information ma- nagement throughout the entire value chain, the integration of Mass Customization in the conceptual framework of elec- tronic commerce becomes meaningful. This paper presents a study on the use of Mass Customization by German Companies. |
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