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A review of e-mass customization as a branding strategy

Lookup NU author(s): Ye Yan, Professor Suraksha Gupta, Professor Klaus Schoefer

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This is the authors' accepted manuscript of an article that has been published in its final definitive form by Palgrave Macmillan Ltd, 2020.

For re-use rights please refer to the publisher's terms and conditions.


Abstract

E-mass customisation has received attention as it aims to increase brand performance and preserve customer loyalty towards a brand by customer co-design and mass production so that meet individual customer needs in affordable price with online shopping experience. However, little is the known about e-mass customization strategy. This paper identifies two typologies of e-mass customization based on the degrees of customer co-design in process: collaboration-based customization which involves customer in early stage and promises major revisions in the product, and adoption-based customization which brings customer in post-design stage and offer segmented revisions in the product .This paper also proposed plausible implementation of e-mass customization involving with the design of web-interface, modularity-based manufacturing, and enabling technologies. Then theoretical and managerial implications of this study are discussed in length. At the end, future research directions are outlined


Publication metadata

Author(s): Yan Y, Gupta S, Schoefer K, Licsandru T

Publication type: Article

Publication status: Published

Journal: Corporate Reputation Review

Year: 2020

Volume: 23

Pages: 215-223

Print publication date: 01/08/2020

Online publication date: 23/10/2019

Acceptance date: 08/10/2019

Date deposited: 18/10/2019

ISSN (print): 1363-3589

ISSN (electronic): 1479-1889

Publisher: Palgrave Macmillan Ltd

URL: https://doi.org/10.1057/s41299-019-00087-9

DOI: 10.1057/s41299-019-00087-9


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