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The Cultural Influence on Mass Customization de Carolin Wabia

The Cultural Influence on Mass Customization

Autor Carolin Wabia
en Limba Engleză Paperback – 12 aug 2020
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.

       
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Specificații

ISBN-13: 9783658310141
ISBN-10: 3658310146
Pagini: 218
Ilustrații: XVII, 218 p. 1 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.29 kg
Ediția:1st ed. 2020
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Locul publicării:Wiesbaden, Germany

Cuprins

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. 

Notă biografică

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.

   

    

Textul de pe ultima copertă

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.