How “ready” are customers for mass customisation? An exploratory investigation

European Journal of Marketing

Volumn 38, Issue 11-12, 2004, Pages 1396-1416

  Bardakci, Ahmet ^a   Whitelock, Jeryl ^b  

^a PAMUKKALE UNIVERSITY   (Turkey)

^b UNIVERSITY OF SALFORD   (United Kingdom)

Author keywords

Cars; Customers; Customization; Standardization; United Kingdom

Indexed keywords

EID: 33745471573     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560410560164     Document Type: Article

References (36)

1. Andersen, D. and Pine, J.P. (1997), Agile Product Development for Mass Customization, Irwin, Burr Ridge, IL.
2. Buzzell, R.D. (1968), “Can you standardise multinational marketing?”, Harvard Business Review, November‐December, pp. 102‐13.
3. Davis, S. (1996), Future Perfect, Addison‐Wesley, Boston, MA.
4. Feitzenger, E. and Lee, H.L. (1997), “Mass‐customization at Hewlett‐Packard: the power of postponement”, Harvard Business Review, January‐February, pp. 116‐21.
5. Firat, A.F. and Shultz, C.J. (1997), “From segmentation to fragmentation, markets and marketing strategy in the postmodern era”, European Journal of Marketing, Vol. 34 Nos 3/4, pp. 183‐207.
6. Firat, A.F., Dholakia, N. and Venkatesh, A. (1995), “Marketing in a postmodern world”, European Journal Of Marketing, Vol. 29 No. 1, pp. 40‐56.
7. Flynn, L.J. (1999), “Built to order: how relationship management technology is driving the revolution in mass customization and electronic commerce”, Knowledge Management, January.
8. Gilmore, J.H. and Pine, B.J. (1997), “The four faces of mass customization”, Harvard Business Review, January‐February, pp. 91‐101.
9. Harris, G. (1985), “International product standardization – progression or regression?”, ADMAP, September, pp. 420‐4.
10. Hart, C.W.L. (1995), “Mass customization: conceptual underpinnings, opportunities and limits”, International Journal of Service Industry Management, Vol. 6 No. 2, pp. 36‐45.
11. Hewlett Packard (2001), “HP DeskJet printers – why printer cable is not included in the box”, available at: www.hp.com.
12. Iacobucci, D., Grayson, K. and Ostrom, A. (1994), “Customer satisfaction fables”, Sloan Management Review, Summer, pp. 93‐6.
13. Jain, S.C. (1989), “Standardisation of international marketing strategy: some research hypotheses”, Journal of Marketing, Vol. 53 January, pp. 70‐9.
14. Kara, A. and Kaynak, E. (1997), “Markets of a single customer: exploiting conceptual developments in market segmentation”, European Journal of Marketing, Vol. 31 Nos 11/12, pp. 873‐95.
15. Kotha, S. (1995), “Mass customization: implementing the emerging paradigm for competitive advantage”, Strategic Management Journal, Vol. 16, pp. 21‐42.
16. Kotha, S. (1996), “From mass production to mass customization: the case of the National Industrial Bicycle Company of Japan”, European Management Journal, Vol. 14 No. 5, pp. 442‐50.
17. Kotler, P. (1989), “From mass marketing to mass customization”, Planning Review, September‐October, pp. 10‐12.
18. Kubiak, J. (1993), “A joint venture in mass customization”, Planning Review, July‐August, pp. 25‐6.
19. Lampel, J. and Mintzberg, H. (1996), “Customising customization”, Sloan Management Review, Fall, pp. 21‐30.
20. Levitt, T. (1998), “The globalization of markets”, in Enis, B.M, Cox, K.K. and Mokwa, M.P. (Eds), Marketing Classics: A Selection of Influential Articles, 8th ed., 25th Anniversary ed., Prentice‐Hall, Englewood Cliffs, NJ, pp. 53‐66.
21. Logman, M. (1997), “Marketing mix customization and customizability”, Business Horizons, Vol. 40 No. 6, p. 39.
22. McKenna, R. (1995), “Real time marketing”, Harvard Business Review, July‐August, pp. 87‐95.
23. McKenna, R. (1997), Real Time: Preparing for the Never Satisfied Customer, Harvard Business School Press, Boston, MA.
24. Mintel (2000), Car retailing (March), electronic database, The University of Salford, Salford.
25. Moffat, S. (1990), “Japan's new personalized production”, Fortune, Vol. 122 No. 10, p. 132.
26. Ohmae, K. (1986), “Becoming a triad power: the new global corporation”, International Marketing Review, Autumn, pp. 7‐20.
27. Peppers, D. and Rogers, M. (1993), The One to One Future, Currency Doubleday, New York, NY.
28. Peppers, D. and Rogers, M. (1997), Enterprise One to One, Currency Doubleday, New York, NY.
29. Pine, B.J. (1993), Mass Customization: The New Frontier in Business Competition, Harvard Business School Press, Boston, MA.
30. Pine, B.J., Peppers, D. and Rogers, M. (1995), “Do you want to keep your customers for ever?”, Harvard Business Review, March‐April, pp. 103‐15.
31. Radder, L. and Louw, L. (1999), “Mass customization and mass production”, The TQM Magazine, Vol. 11 No. 1, pp. 35‐40.
32. Szymanski, D.M., Bharadwaj, S.G. and Varadarajan, P.R. (1993), “Standardisation versus adaptation of international marketing strategy: an empirical investigation”, Journal of Marketing, October, pp. 1‐17.
33. Toffler, A. (1980), The Third Wave, Cox & Wyman, Reading.
34. What Car (1998), What Car, p. May.
35. Whiteley, R. and Hessan, D. (1996), Customer Centered Growth, Century Press, London.
36. Whitelock, J. and Pimblett, C. (1997), “The standardisation debate in international marketing”, Journal of Global Marketing, Vol. 10 No. 3, pp. 45‐66.