How user communities improve mass customization productivity
| dc.contributor.author | Straßburger, Simon | |
| dc.date.accessioned | 2017-04-15T12:01:39Z | |
| dc.date.available | 2017-04-15T12:01:39Z | |
| dc.date.issued | 2013 | |
| dc.description.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). | |
| dc.identifier.doi | 10.1145/2482991.2483008 | |
| dc.language.iso | en | |
| dc.publisher | ACM Press | |
| dc.relation.ispartof | Proceedings of the 6th International Conference on Communities and Technologies - C&T '13 | |
| dc.relation.ispartofseries | C&T | |
| dc.subject | Mass customization | |
| dc.subject | (User) Communities | |
| dc.subject | Qualitative research | |
| dc.title | How user communities improve mass customization productivity | |
| dc.type | Text | |
| gi.citation.endPage | 79 | |
| gi.citation.startPage | 74 | |
| gi.conference.date | June 29 - July 02, 2013 | |
| gi.conference.location | Munich, Germany | |
| gi.conference.sessiontitle | Full Papers |