Being and Staying the Only One: Creating Value Through Uniqueness in Mass Customization
Type
conference paper
Date Issued
2019-11-10
Author(s)
Franke, Nikolaus
;
Metz, Franziska
;
;
;
;
Klanner, Ilse-Maria
Abstract (De)
Product uniqueness is an essential driver of the effectiveness of mass customization. A series of field and lab experiments reveals that uniqueness feedback, ensuring the current and future uniqueness of the mass-customized product, creates value for consumers and firms.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Publisher
Association for Consumer Research
Volume
47
Start page
559
End page
560
Pages
2
Event Title
Association for Consumer Research (ACR)
Event Location
Atlanta, USA
Event Date
November 8-13
Subject(s)
Eprints ID
261509
File(s)![Thumbnail Image]()
Name
NA-47.pdf
Size
703.77 KB
Format
Adobe PDF
Checksum (MD5)
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