- Author
- Rudawska Edyta (Uniwersytet Szczeciński)
- Title
- Masowa indywidualizacja w marketingu relacji - obszary badań marketingowych
Mass Customization in Relationship Marketing - Areas of Marketing Research - Source
- Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 2014, nr 337, s. 60-67, tab., bibliogr. 12 poz.
Research Papers of Wrocław University of Economics - Issue title
- Badania marketingowe - kontekst funkcjonowania przedsiębiorstw i sieci organizacyjnych
- Keyword
- Masowa indywidualizacja, Marketing relacji, Badania marketingowe
Mass customization, Relationship marketing, Marketing research - Note
- streszcz., summ.
- Abstract
- Koncepcja masowej indywidualizacji oznacza rozwój, produkcję, marketing i dostarczanie odpowiednio zróżnicowanych i zindywidualizowanych ofert po korzystnej (relatywnie niskiej) cenie. We współczesnej koncepcji marketingowej owa indywidualizacja i personifikacja działań związanych z zaspokajaniem potrzeb klientów stanowi kluczowy element w procesie kreowania relacji z klientami, wpływając na kształtowanie więzi emocjonalnych. Rozwój tej koncepcji uwarunkowany jest jednak koniecznością prowadzenia pogłębionych badań, przy wykorzystaniu odpowiednich technik i narzędzi badawczych, które zapewnią otrzymanie rzetelnych informacji na temat możliwości wykorzystania tej koncepcji w zdobyciu i utrzymaniu sukcesu rynkowego. Celem artykułu jest w związku z tym przedstawienie istoty koncepcji masowej indywidualizacji oraz analiza światowej literatury przedmiotu w celu identyfikacji obszarów i metod badań prowadzonych w tym zakresie.(abstrakt oryginalny)
The concept of mass customization can be understood as developing, producing, marketing and delivering affordable goods and services with enough variety and customization. In modern marketing concept this customization and personification of activities aimed at fulfilling customer needs is the key foundation in the process of creating relationships, influencing emotional bonds. The development of this concept is strongly determined by the necessity of running in-depth research, with the use of proper techniques and research methods that will allow receiving reliable information on the use of this concept in the process of creating and sustaining market success. The aim of the paper is to present the essence of mass customization and the analysis of the world subject literature in order to identify areas and research methods of research conducted so far.(original abstract) - Accessibility
- The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics - Bibliography
-
- Buffington J., Comparison of mass customization and generative customization in mass markets, "Industrial Management & Data Systems 2011, vol. 111, no. 1, s. 41-62.
- Dellaert B.G.C., Stremersch S., Marketing mass-customized products: Striking the balance between utility and complexity, "Journal of Marketing Research" 2005, vol. 42, no. 2.
- Desphande A., Workplace spirituality, organizational learning capabilities and mass customization: an integrated framework, "International Journal of Business and Management" 2012, vol. 7, no. 5.
- Fiore A.M., Lee S.E., Kunz G., Individual differences, motivations, and willingness to use a mass customization option for fashion products, "European Journal of Marketing" 2004, vol. 38, no. 7.
- Franke N., Keinz P., Steger C., Testing the value of customization: when do customers really prefer products tailored to their preferences?, "Journal of Marketing" 2009, vol. 73, s. 103-121.
- Franke N., Piller F., Toolkits for user innovation and design: exploring user interaction and value creation in the watch market, Working paper 2004, Vienna University of Business Administration and Economics, www.http://smartcustomization.mit.edu/images/MCPC%202003/site/8-User%20Driven%20Innovation/4-Franke.pdf.
- Kotha S., Mass customization: implementing the emerging paradigm for competitive advantage, "Strategic Management Journal" 1995, vol. 16.
- Liu G., Shah R., Schroeder R., The relationship among functional integration, mass customization, and firm performance, "International Journal of Production Research" 2012, vol. 50, no. 3, s. 677-690.
- Moreau C., Bonney L., Herd K., It's the thought (and the effort) that counts: how customizing for others differs from customizing for oneself, "Journal of Marketing" 2011, vol. 75, September, s. 120-133.
- Piller F., Muller M., A new marketing approach to mass customisation, "International Journal of Computer Integrated Manufacturing" 2004, vol. 17, no. 7, s. 583-593.
- Rahimic Z., Mass customization strategy using information and communication technologies, "International Journal of Management Cases" 2011, vol. 14, no. 1.
- Rungtusanatham M.J., Salvador F., From mass production to mass customization: hindrance factors, structural inertia, and transition hazard, "Production and Operations Management Society" 2008, vol. 17, no. 3.
- Cited by
- ISSN
- 1899-3192
- Language
- pol
- URI / DOI
- http://dx.doi.org/10.15611/pn.2014.337.06
