Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities
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Authors
Piller, Frank
Schubert, Petra
Koch, Michael
Möslein, Kathrin
Author (Corporation)
Publication date
2005
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01A - Journal article
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Journal of Computer-Mediated Communication
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2005
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Wiley
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Abstract
The idea of integrating users into a co-design process as part of a mass customization strategy is a promising approach for companies being forced to react to the growing individualization of demand. Compared to the rather huge amount of literature on manufacturing and information systems for mass customization, only little research discusses the role of the customer within the co-design process. Customers face new uncertainties and risks, coined "mass confusion" in this paper, when acting as co-designers. Building on a construction strategy of empirical management research in the form of six case studies, we propose the use of online communities for collaborative customer co-design in order to reduce the mass confusion phenomenon.
Keywords
Virtual Communities
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1083-6101
Language
English
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Unknown
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Published
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No peer review
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Citation
Piller, F., Schubert, P., Koch, M., & Möslein, K. (2005). Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities. Journal of Computer-Mediated Communication, 2005. https://doi.org/10.26041/fhnw-2912