Customization: A Goldmine or a Wasteland?

N. Franke, P. Keinz, Christoph J. Steger
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引用次数: 7

Abstract

Abstract Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing
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自定义:金矿还是荒地?
企业是否应该投资定制策略?定制是许多流行书籍和文章中所倡导的一个“热门”话题。另一方面,最近几次引人注目的失败引发了质疑。我们通过实验测试了定制为报纸、钢笔、厨房、滑雪板和谷物等不同产品类别的客户产生的价值。研究结果很清楚:定制化的效果远远优于更传统的细分和大众营销策略
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