Customerization: The next revolution in mass customization

By J. Wind, Arvind Rangaswamy. 2001

672 citations recorded by the source corpus.

Subfields: Management of Technology and Innovation, Marketing, Mechanical Engineering

View Paper: https://www.semanticscholar.org/paper/7e7e08b7006339dbd72dfc868030223713cae1a7

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In Management of Technology and Innovation

In Marketing

In Mechanical Engineering

Citations in the corpus

The development of initial trust in an online company by new customers (2004, background): “The result can be an increase in customer loyalty [90].”
Does mass customization pay? An economic approach to evaluate customer integration (2004, background): “It is important to remember that postponement is not restricted to manufacturing activities or product components but includes all elements of the relationship between the buyer and the firm (Wikström 1996, Wind and Ramaswamy 2001).”
The Psychological Appeal of Personalized Content in Web Portals: Does Customization Affect Attitudes and Behavior? (2006, background): “Customization can generate positive communication outcomes by presenting content or information that is perceived by users as relevant or salient (Kreuter & Wray, 2003; Petty et al., 2002; see also Wind & Rangaswamy, 2001 ).”
Personalized ads on Facebook: An effective marketing tool for online marketers (2017, background): “Broader meaning of personalization has been employed in practice that includes, but is not limited to, tailoring the product, tailoring content of message, or location diagnosis (Wind and Rangaswamy, 2001).”
The mechanisms of value co-creation (2012, background): “The question is no longer ‘What we can do for you?’; it is rather ‘What can you do with us?’ (Wind & Rangaswamy, 2001 , p.”
Does Service-Dominant Design Result in a Better Service System? (2011, background): “This echoes the change from “what can we do for you?” to “what can you do with us?” ( Wind and Rangaswamy, 2001, p. 21”
The influence of online product recommendations on consumers' online choices (2004, background): “Among all possible advantages offered by electronic commerce to retailers, the capacity to offer consumers a flexible and personalized relationship is probably one of the most important (Wind & Rangaswamy, 2001).”
An Empirical Investigation of the Determinants of User Acceptance of Internet Banking (2003, background): “With the interactive feature of browsers and their global reach, the Internet is considered an appropriate platform on which to implement one-to-one marketing and customer relationship management [24, 25].”
Intentional social action in virtual communities (2002, background): “Further, in the interactive marketing literature, much recent research has extolled the beneﬁts of mass customization or one-to-one marketing (e.g., Wind & Rangaswamy, 2001)— the designing of customized offerings speciﬁ-cally for individual consumers.”
Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities (2005, background): “…personalization is about offering each individual customer a customized product or service according to his or her personal needs, resulting from an interaction between the firm and the customer (e.g., Pine, 1993; Rieck, 2003; Squire, Brown & Cousins, 2003; Wind & Rangaswamy, 2001; Zipkin, 2001).”