Journal ArticleDOI
Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities
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The paper challenges the assumption made by most mass customization researchers that offering customized products requires an individual (one-to-one) relationship between customer and supplier and proposes the use of online communities for collaborative customer co-design in order to reduce the mass confusion phenomenon.Abstract:
The idea of integrating users into a co-design process as part of a mass customization strategy is a promising approach for companies being forced to react to the growing individualization of demand Compared to the rather huge amount of literature on manufacturing and information systems for mass customization, only little research discusses the role of the customer within the co-design process Customers face new uncertainties and risks, coined “mass confusion” in this paper, when acting as co-designers Building on a construction strategy of empirical management research in the form of six case studies, we propose the use of online communities for collaborative customer co-design in order to reduce the mass confusion phenomenon In doing so, the paper challenges the assumption made by most mass customization researchers that offering customized products requires an individual (one-to-one) relationship between customer and supplier The objective of the paper is to build and explore the idea of communities for customer co-design and transfer established knowledge on community support to this new area of applicationread more
Citations
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The Future of Competition: Co-Creating Unique Value with Customers
TL;DR: Prahalad and Ramaswamy as mentioned in this paper presented a framework for co-creation of value where customer is at the centre stage, and the authors have accomplished that with aplomb.
Journal Article
Reducing the risks of new product development
Frank T. Piller,Ogawa Susumu +1 more
TL;DR: Collective customer commitment as discussed by the authors enables firms to serve a market segment efficiently without first having to identify that segment, and it helps convert expenditures in market research directly into sales, which can help companies avoid costly product failures.
Journal ArticleDOI
Collaborative networked organisations and customer communities: value co-creation and co-innovation in the networking era
David Romero,Arturo Molina +1 more
TL;DR: In this article, the authors look at the network structures as a source of jointly value creation and open innovation through access to new skills, knowledge, markets and technologies by sharing risk and integrating complementary competencies.
Journal ArticleDOI
Mass Customization: Reflections on the State of the Concept
TL;DR: In this article, the authors analyze the recent state of mass customization practice by answering four basic questions which are frequently raised by managers and scholars when talking about the challenges of this approach: Do customers need customized products? If yes, what prevents them from purchasing these offerings? Do we have the enabling technologies for mass customization? And why do many firms fail during and after the introduction of Mass Customization?
Journal ArticleDOI
Motivating and supporting collaboration in open innovation
TL;DR: In this article, the authors explore how users can be motivated to collaborate in open innovation (OI) communities and what kind of tools and methods can support collaboration in OI communities.
References
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Book
Case Study Research: Design and Methods
TL;DR: In this article, buku ini mencakup lebih dari 50 studi kasus, memberikan perhatian untuk analisis kuantitatif, membahas lebah lengkap penggunaan desain metode campuran penelitian, and termasuk wawasan metodologi baru.
Journal ArticleDOI
Building theories from case study research
TL;DR: In this paper, the authors describe the process of inducting theory using case studies from specifying the research questions to reaching closure, which is a process similar to hypothesis-testing research.
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Communities of Practice: Learning, Meaning, and Identity
TL;DR: Identity in practice, modes of belonging, participation and non-participation, and learning communities: a guide to understanding identity in practice.
Journal Article
The magical number seven, plus or minus two: some limits on our capacity for processing information
TL;DR: The theory of information as discussed by the authors provides a yardstick for calibrating our stimulus materials and for measuring the performance of our subjects and provides a quantitative way of getting at some of these questions.
Book
The magical number seven plus or minus two: some limits on our capacity for processing information
TL;DR: The theory provides us with a yardstick for calibrating the authors' stimulus materials and for measuring the performance of their subjects, and the concepts and measures provided by the theory provide a quantitative way of getting at some of these questions.