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https://hdl.handle.net/11499/5227
Title: | Mass-customisation in marketing: The consumer perspective | Authors: | Bardakcı, Ahmet. Whitelock, J. |
Keywords: | Consumer research Marketing Mass customization |
Abstract: | This paper addresses the issue of mass-customisation from the point of view of consumer demand. It aims to develop a framework to examine the demand side of the mass-customisation equation which will allow researchers to identify whether a market of customers who are ready for mass-customised products exists. In doing so it considers in particular three “inconveniences” of mass-customisation: the increased price of customised products; the delay in receipt of custom-made products; and the need for customers to invest time in specifying their preferences before the product can be produced. © 2003, MCB UP Limited | URI: | https://hdl.handle.net/11499/5227 https://doi.org/10.1108/07363760310489689 |
ISSN: | 0736-3761 |
Appears in Collections: | İktisadi ve İdari Bilimler Fakültesi Koleksiyonu Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection |
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