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dc.contributor.authorWhitelock, Jeryl M.*
dc.contributor.authorBardakci, A.*
dc.date.accessioned2009-12-11T14:17:32Z
dc.date.available2009-12-11T14:17:32Z
dc.date.issued2004
dc.identifier.citationWhitelock, 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.en
dc.identifier.urihttp://hdl.handle.net/10454/4055
dc.descriptionNoen
dc.description.abstractThis 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.en
dc.language.isoenen
dc.relation.isreferencedbyhttp://dx.doi.org/10.1108/03090560410560164en
dc.subjectCarsen
dc.subjectCustomersen
dc.subjectCustomisationen
dc.subjectStandardisationen
dc.subjectUnited Kingdomen
dc.subjectUKen
dc.titleHow `Ready' are customers for Mass-customisation? An exploratory studyen
dc.status.refereedYesen
dc.typeArticleen
dc.type.versionNo full-text available in the repositoryen


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