search query: @author Whitelock, J. / total: 6
reference: 4 / 6
| Author: | Bardakci, A. Whitelock, J. |
| Title: | How ready are customers for mass customisation? - An exploratory investigation |
| Journal: | European Journal of Marketing
2004 : VOL. 38:11-12, p.1396-1416 |
| Index terms: | Cars Customers United Kingdom |
| Freeterms: | Customization Standardization |
| Language: | eng |
| Abstract: | The paper examines the concept of mass customisation from the point of view of the customer. The aim of this study is to examine how far customers are ready for mass-customised products, using the UK new car market as its basis for analysis. |
SCIMA