The Cultural Influence on Mass Customization

1. Auflage 2020
ISBN: 978-3-658-31014-1
Verlag: Springer

Buch, Englisch, 218 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 311 g

Reihe: Research

This 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.

Zielgruppe

Research

Autoren/Hrsg.

Wabia, Carolin

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

Theoretical Background on Mass Customization Research.- Fundamentals of Culture Research.- Cultural Influence on Consumer Behavior Under Mass Customization.- Cultural-bound Interest in Mass Customization – survey.- Cultural-Bound Actions in Mass Customization – experiment.

Über Autor(innen)

Carolin Wabia studied International Management at Tilburg University. She received her Doctor of Economics from Clausthal University of Technology where she currently works as a scientific employee at the Institute of Management and Economics.