Customer Co-Design: A Study in the Mass Customization by Stefan R. Thallmaier

By Stefan R. Thallmaier

Stefan R. Thallmaier’s research allows mass customization companies to higher know the way co-design raises shoppers’ price notion. He specializes in the expanding proliferation of carrier channels (online, cellular and in-store) and electronic media (toolkits, social media and stay support) on the co-design interface. in keeping with qualitative and quantitative learn, the writer examines how this proliferation affects buyers’ price belief within the varied levels of the co-design technique. The learn exhibits that buyers’ price belief earnings from various degrees of social presence through the co-design method. The paintings is helping researchers and practitioners with unbelievable insights in addition to hands-on thoughts to enhance and adapt interfaces for purchaser co-design.

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This idea leads to the third fundamental principle in mass customization, the provision of a stable yet flexible process architecture. (3) Stable Process Architecture Mass customization does not exhibit the same level of individualization as traditional individualization concepts. Hence in order to keep a high level of mass production efficiency, the potential space for individual customization needs to be limited in certain aspects, otherwise costs increase too much. Hence business providers need to develop a so-called solution space which allows for the desired individual customization and concurrently limits the potential variations, so that the costs of logistics or production do not increase for any given product variation.

Businesses that allow customers to individually adapt their products in terms of these aspects may gain competitive advantage over those businesses which rely on standardized and preconfigured product assortments. 51 Reichwald and Piller (2009, p. 199), translated by the author 52 Müller (2007, p. 27) 53 Reichwald and Piller (2009, p. 227), translated by the author 22 Part II – Theoretical Framework (2) Mass Efficiency Providers who develop and implement mass customization as a business strategy intend to operate with near mass production efficiency.

R. 1007/978-3-658-07526-2_5, © Springer Fachmedien Wiesbaden 2015 34 Part II – Theoretical Framework Generalizations beyond the industry of mass customization may be applicable, but are not covered by the scope of the present research. Further, as outlined in the previous chapter, mass customization exhibits specific characteristics and principles. One remarkable principle from the customers’ perspective is the process of codesign. It is a prerequisite for designing a custom product which fits the personal preferences of each singular customer and is offered at a reasonable price.

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