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The Cultural Influence on Mass Customization

The Cultural Influence on Mass Customization

Paperback

ManagementMarketing

ISBN10: 3658310146
ISBN13: 9783658310141
Publisher: Springer Gabler
Published: Aug 12 2020
Pages: 218
Weight: 0.64
Height: 0.50 Width: 5.83 Depth: 8.27
Language: English
This thesis empirically proofs a cultural influence on mass customization ‐ the personalization of mass products towards individual tastes - a topic of increasing importance in today's international markets. Based on quantitative research, the author observes differences in preferences among German and Chinese participants for varying product groups and mass customization stages. Contrasts in willingness‐to‐pay for mass‐customized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions.

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