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How to Assess and Increase the Value of a Co-Design Experience: a Synthesis of the Extant Literature

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Author Info

  • Frances Turner

    ()
    (MKT - Marketing - Grenoble École de Management (GEM), Menlo College - Menlo College)

  • Aurelie Merle

    ()
    (MKT - Marketing - Grenoble École de Management (GEM))

  • Pauline Fatien Diochon

    ()
    (Menlo College - Menlo College, Centre de Recherche Magellan - Institut d'Administration des Entreprises (IAE) - Lyon - Université Jean Moulin - Lyon III : EA3713)

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    Abstract

    Franke & Piller (2003) stress the success of mass customization (MC) depends upon optimal toolkit design and underscore the importance of the MC co-design experience. However, what do we know about the value of this experience? How do we increase its value? How do we optimize toolkit design? Based upon the academic literature, this paper aims to answer these questions. First, we discuss results of previous studies on the four key variables used to assess how the consumer values self-design: enjoyment, control, pride of authorship and complexity. Second, we analyze the best solutions to increase the value of the co-design experience on these key variables: we explore toolkit functionality and how it can be endowed with features that enhance the MC user's perception of the process. This paper contributes to the body of mass customization theory regarding the value of the co-design experience and emphasizes how to design efficient toolkits.

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    File URL: http://hal.grenoble-em.com/docs/00/64/94/98/PDF/WP_TurnerF_MerleA_Diochon.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Grenoble Ecole de Management (Post-Print) with number hal-00649498.

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    Date of creation: 16 Dec 2011
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    Publication status: Published - Presented, Mass Customization, Personalization, and Co-Creation: Bridging Mass Customization and Open Innovation, 2011, San Francisco, United States
    Handle: RePEc:hal:gemptp:hal-00649498

    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00649498
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    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, University of Chicago Press, vol. 20(4), pages 644-56, March.
    2. Neeraj Arora & Xavier Dreze & Anindya Ghose & James Hess & Raghuram Iyengar & Bing Jing & Yogesh Joshi & V. Kumar & Nicholas Lurie & Scott Neslin & S. Sajeesh & Meng Su & Niladri Syam & Jacquelyn Thom, 2008. "Putting one-to-one marketing to work: Personalization, customization, and choice," Marketing Letters, Springer, vol. 19(3), pages 305-321, December.
    3. Nikolaus Franke & Martin Schreier, 2008. "Product uniqueness as a driver of customer utility in mass customization," Marketing Letters, Springer, vol. 19(2), pages 93-107, June.
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