BRADFORD SCHOLARS

    • Sign in
    View Item 
    •   Bradford Scholars
    • Management and Law
    • Management and Law Publications
    • View Item
    •   Bradford Scholars
    • Management and Law
    • Management and Law Publications
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

    All of Bradford ScholarsCommunitiesAuthorsTitlesSubjectsPublication DateThis CollectionAuthorsTitlesSubjectsPublication Date

    My Account

    Sign in

    HELP

    Bradford Scholars FAQsCopyright Fact SheetPolicies Fact SheetDeposit Terms and ConditionsDigital Preservation Policy

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    How `Ready' are customers for Mass-customisation? An exploratory study

    • CSV
    • RefMan
    • EndNote
    • BibTex
    • RefWorks
    Thumbnail
    Publication date
    2004
    Author
    Whitelock, Jeryl M.
    Bardakci, A.
    Keyword
    Cars
    Customers
    Customisation
    Standardisation
    United Kingdom
    UK
    Peer-Reviewed
    Yes
    
    Metadata
    Show full item record
    Abstract
    This paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in recent years, the emphasis has been on identifying and classifying the ways in which mass customisation can be implemented efficiently and effectively. There appears to have been no empirical evidence to support the notion that customers are indeed ready for this approach. 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. A framework is developed and results presented which suggest that a sizeable section of the market is ready to accept the ¿inconveniences¿ of mass-customised products. However, the main inconvenience of mass customisation is identified as increased price, even for ¿ready¿ customers. It would seem, therefore, that both global standardisation and mass customisation strategies are appropriate in this market.
    URI
    http://hdl.handle.net/10454/4055
    Version
    No full-text available in the repository
    Citation
    Whitelock, J.M. and Bardakci, A. (2004). How `Ready' are customers for Mass-customisation? An exploratory study. European Journal of Marketing. Vol. 38, No. 11-12, pp. 1396-1416.
    Link to publisher’s version
    http://dx.doi.org/10.1108/03090560410560164
    Type
    Article
    Collections
    Management and Law Publications

    entitlement

     
    DSpace software (copyright © 2002 - 2023)  DuraSpace
    Quick Guide | Contact Us
    Open Repository is a service operated by 
    Atmire NV
     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Different formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    By default, clicking on the export buttons will result in a download of the allowed maximum amount of items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.