Title: Mass customisation: the prospects and the limits of a useful marketing tool, as evaluated by two opposite business endeavours

Authors: John Mylonakis

Addresses: 10 Nikiforuou str. Glyfada, 16675 Athens, Greece

Abstract: The shift from mass production to mass customisation is a fact in the global business world, in the services as well as in the manufacturing industries. During the 1990s, an important number of mass-producing companies were seen transforming their business and gradually embracing the innovative ideas and techniques of mass customisation (Levi|s). Moreover, an equally relevant number constituted firms specially created to implement the mass customisation model (Dell), thus gaining considerable competitive advantage by pioneering the shift towards the new frontier in business competition. The differing cases of the above-named companies are examined by presenting and explaining the marketing strategy followed by the management of Levi|s and Dell. A desk research is also carried out to test the main theoretical propositions about their consumer|s attitudes.

Keywords: customer satisfaction; services marketing; services quality; buying behaviour; mass customisation; production strategies; competition; Levi|s; Dell.

DOI: 10.1504/IJSTM.2004.004846

International Journal of Services Technology and Management, 2004 Vol.5 No.4, pp.333 - 345

Available online: 01 Jul 2004 *

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