Observatorio de I+D+i UPM

Memorias de investigación
Mass Customization from a Customer?s Perspective: An Empirical Investigation of the Success Factors of Customer Driven Value Creation
Áreas de investigación
  • Economía,
  • Empresa,
  • Intercambios económicos y comerciales
This research addresses how customers perceivecustomized products. The heterogeneity of customers? needs is the foundation on which firms can build competitive advantage. Essentially, the basic idea of the mass customization (MC) concept is that customized products fulfill customers? needs in a superior way. A higher degree of need satisfaction increases the value customers perceive. Consequently, firms that serve markets of one, that is the individual customer, hold a competitive advantage over firms that target the mass market. MC, as opposed to personalization, encompasses the establishment of processes and capabilities that support firms to become more customer-centric. This makes firms more receptive to the demands of markets. As a consequence, firms can react faster and more efficiently in volatile situations and anticipate changes. However, from a customer?s point of view, MC implies the investment of time and energy. Although the involvement in the production process provides customers with the opportunity to specify particular needs and obtain products that better fit their preferences, feelings of information overload or the perception of effort during the MC process might diminish the added value. In academic literature diverse explanations are offered for the additional value custom-ers attribute to mass customized products. For example, the increase in the utilitarian product value, the satisfaction of hedonic needs, a product?s uniqueness, or feelings of pride to be the author of an object have been mentioned to be relevant for customers? perception of value. However, it is unclear how those factors interact and what deter-mines their magnitude.
Tipo de Tesis
Sobresaliente cum laude
Esta actividad pertenece a memorias de investigación
  • Director: Carlos Rodriguez Monroy (UPM)
  • Director: Carmen de Pablos Heredero (Universidad Rey Juan Carlos)
  • Autor: Raphael Damm (Universidad Rey Juan Carlos)
Grupos de investigación, Departamentos, Centros e Institutos de I+D+i relacionados
  • Creador: Grupo de Investigación: Ingeniería de la Calidad Alimentaria
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
S2i 2023 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
Cofinanciación del MINECO en el marco del Programa INNPACTO (IPT-020000-2010-22)