Observatorio de I+D+i UPM

Memorias de investigación
Research Publications in journals:
A review and a conceptual framework of the key value drivers of mass customisation
Year:2013
Research Areas
  • Marketing psychology and consumer behavior psychology,
  • Economy,
  • Company,
  • Branch of activity
Information
Abstract
The aim of this paper is to conceptualise the key value drivers of mass customisation in order to provide a structured approach to explain the added value that customers attribute to mass customised products. We assume that the added value of mass customisation is ultimately reflected in an increased willingness to pay. Previous studies show diverse results concerning customers? willingness to pay for mass customised products. We contribute to the existing body of research by suggesting and discussing the influence of general product characteristics and factors of the mass customisation approach on the key value drivers of mass customisation. Furthermore, the development of a conceptual framework offers explanations for the dissimilarity in customers? willingness to pay and advances the knowledge about the value increment of mass customised products as perceived by customers.
International
Si
JCR
No
Title
International Journal of Technology Marketing
ISBN
1741-8798
Impact factor JCR
Impact info
Volume
8
10.1504/IJTMKT.2013.056832
Journal number
4
From page
411
To page
430
Month
OCTUBRE
Ranking
Participants
  • Autor: RAPHAEL DAMM (URJC)
  • Autor: CARMEN DE PABLOS HEREDERO (URJC)
  • Autor: Carlos Rodriguez Monroy (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Ingeniería de la Calidad Alimentaria
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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