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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



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.


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


DOI: 10.1057/s41299-019-00087-9


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