MASS-CUSTOMISATION METHODS

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Akdeniz İİBF Dergisi
Volume:3 Issue:8
MASS-CUSTOMISATION METHODS

MASS-CUSTOMISATION METHODS

Authors : Ahmet BARDAKCI

Pages : 1-18

View : 21 | Download : 15

Publication Date : 2004-11-01

Article Type : Research Paper

Abstract :1990s marketing literature has evidenced the discussions of masscustomisation. The theory of mass-customisation argues to produce and deliver customized products for each individual customer. However, there is no consensus among writers in terms of terminology used to define ways to implement an effective mass-customisation strategy, but different scholars imply same approaches with different terms. The aim of this paper is to introduce the theory of mass-customisation. Then the paper endeavours to constitute a common ground for those approaches that can be used to implement an effective mass-customisation strategy.
Keywords : Marketing, mass customisation methods

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