Book Details
Format
Paperback / Softback
ISBN-10
3658310146
ISBN-13
9783658310141
Edition
1st ed. 2020
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Imprint
Springer Gabler
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Aug 12th, 2020
Print length
218 Pages
Product Classification:
Sales & marketing
Ksh 8,100.00
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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.
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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