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

Author

Listed:
  • Frances Turner

    (GEM DBA Student - MKT - Marketing - EESC-GEM Grenoble Ecole de Management - Menlo College)

  • Aurelie Merle

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

  • Pauline Fatien Diochon

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, Menlo College)

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.

Suggested Citation

  • Frances Turner & Aurelie Merle & Pauline Fatien Diochon, 2011. "How to Assess and Increase the Value of a Co-Design Experience: a Synthesis of the Extant Literature," Grenoble Ecole de Management (Post-Print) hal-00649498, HAL.
    • 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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    References listed on IDEAS

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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, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Aurelie Merle & Jean-Louis Chandon & Elyette Roux & Fabrice Alizon, 2010. "Perceived Value of the Mass-Customized Product and Mass Customization Experience for Individual Consumers," Grenoble Ecole de Management (Post-Print) hal-00585292, HAL.
    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.
    4. 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.
    5. Aurelie Merle & Jean-Louis Chandon & Elyette Roux & Fabrice Alizon, 2010. "Perceived Value of the Mass-Customized Product and Mass Customization Experience for Individual Consumers," Post-Print hal-00585292, HAL.
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