The Cultural Influence on Mass Customization
Carolin WabiaThis thesis empirically proofs a cultural influence on mass customization ‐ the personalization of mass products towards individual tastes - a topic of increasing importance in today’s international markets. Based on quantitative research, the author observes differences in preferences among German and Chinese participants for varying product groups and mass customization stages. Contrasts in willingness‐to‐pay for mass‐customized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions.
Categorías:
Año:
2020
Edición:
1st ed.
Editorial:
Springer Fachmedien Wiesbaden;Springer Gabler
Idioma:
english
ISBN 10:
3658310154
ISBN 13:
9783658310158
Archivo:
PDF, 4.13 MB
IPFS:
,
english, 2020
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