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Title: How user communities improve mass customization productivity
Authors: Straßburger, Simon
Keywords: Mass customization;(User) Communities;Qualitative research
Issue Date: 2013
Publisher: ACM Press
metadata.dc.relation.ispartof: Proceedings of the 6th International Conference on Communities and Technologies - C&T '13
metadata.mci.reference.pages: 74-79
Series/Report no.: C&T
Abstract: This papers addresses the question how mass customization firms use communities to improve customer interaction and thus making mass customization more productive. Out of a pool of 118 mass customization firms and their communities, we selected representative companies (in terms of community size, - integration and openness) within an iterative approach for in-depth interviews. We found that communities can serve as levers for mass customization productivity, but companies seem to exploit them differently: Companies with a small customer base tend to limit communities merely on marketing communication to increase sales output. Providers with large and integrated communities realize a broader productivity potential from communities, exploiting them not only for increasing productivity output but for decreasing input factors in customer interaction processes (such as support in product configuration).
metadata.dc.identifier.doi: 10.1145/2482991.2483008
metadata.mci.conference.sessiontitle: Full Papers
metadata.mci.conference.location: Munich, Germany June 29 - July 02, 2013
Appears in Collections:C&T 2013: 6th International Conference on Communities and Technologies

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