Enhancing Competitiveness Using the Mass Customization and Personalization Effectiveness Index Improvement Process
Ashok Kumar
Grand Valley State University, USA
Kathryn E. Stecke
Naveen Jindal School of Management, University of Texas at Dallas, USA
Frank T. Piller
RWTH Achen University, Germany
Volume 9: 2015, pp. 149-170; ABSTRACT
The ubiquity of the internet and globalization of markets have fundamentally changed the structure of business competition. One of the dominant characteristics of current competition is that customers are demanding progressively greater product differentiation (better quality, higher customization levels, quicker deliveries, and superior service) without the willingness to pay the commensurate prices. In the face of such pressure from customers, the mass customization strategy presents an opportunity. The challenge inherent in implementing the mass customization strategy is that, given limited amounts of resources, it is very challenging to ascertain exactly where and how such changes should be implemented. This work shows how the MCPEI methodology could be employed to determine exactly where and how such changes can be made in product features, prices, and manufacturing capabilities to obtain increased strategic advantage and profitability.
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