<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing</p>
</abstract>

Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing

Customization: A Goldmine or a Wasteland?

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Customization: A Goldmine or a Wasteland?"}

Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular...

Customization: A Goldmine or a Wasteland?

Published Online: Jul 19, 2014

Page range: 26 - 33

DOI: https://doi.org/10.2478/gfkmir-2014-0060

Keywords
individualization, mass customization, segmentation, innovation, customer integration

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Customization: A Goldmine or a Wasteland?

Published Online: Jul 19, 2014

Page range: 26 - 33

DOI: https://doi.org/10.2478/gfkmir-2014-0060

Keywordsindividualization, mass customization, segmentation, innovation, customer integration

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
individualization, mass customization, segmentation, innovation, customer integration