Managing High Variety: How to Overcome the Mass Confusion Phenomenon of Customer Co-Design
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Authors
Piller, Frank
Koch, Michael
Möslein, Kathrin
Schubert, Petra
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Publication date
2003
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04B - Conference paper
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Proceedings of the 3rd Annual Conference on "Managing through variety: The European style?"
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Abstract
The idea of integrating users into the design and production process is a promising strategy for companies being forced to react to the growing individualization of demand. While there is a huge amount of managerial literature on manufacturing and information systems for mass customization, research on the role of the customer within the co-design process is rare. However, customers face new uncertainties and risks when purchasing a customized good. We discuss these risks and provide a new approach to address these problems based on personalization and collaboration. We will analyze how personalization of the co-design process and collaboration of users within communities can render (mass) customization more efficient. Our objective is to set a research agenda in the field of user interaction with toolkits for customer co-design.
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Virtual Communities, CRM
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3rd Annual Conference on "Managing through variety: The European style?"
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English
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Published
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No peer review
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Piller, F., Koch, M., Möslein, K., & Schubert, P. (2003). Managing High Variety: How to Overcome the Mass Confusion Phenomenon of Customer Co-Design. Proceedings of the 3rd Annual Conference on “Managing through Variety: The European Style?”. 3rd Annual Conference on “Managing through variety: The European style?”. https://doi.org/10.26041/fhnw-2976