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The Need for Personalisation

In: Mass Customization

Author

Listed:
  • Paolo Coletti

    (Free University of Bolzano Bozen)

  • Thomas Aichner

Abstract

Mass customization finds its roots in the basic human needs. As soon as mankind, or at least a part of it, has found a way to satisfy the basic physical needs, the attention has been redirected towards personalizing products in order to improve the personal utility of a product and to show personal status and power. However, only with the use of mass production and assembly line technology for personalisation purposes made personalised products available to a growing number of customers for a reasonable price. It is possible to offer customization at different stages of the manufacturing process: distribution, assembly, fabrication or design. According to the stage where it is introduced, the result and the difficulties faced for the effective implementation vary. Therefore, companies adopt different business models with different scopes when starting to insert a mass customization strategy in their production and products' offer.

Suggested Citation

  • Paolo Coletti & Thomas Aichner, 2011. "The Need for Personalisation," SpringerBriefs in Business, in: Mass Customization, chapter 0, pages 1-21, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-642-18390-4_1
    DOI: 10.1007/978-3-642-18390-4_1
    as

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