Customerization: The next revolution in mass customization

✍ Scribed by Jerry Wind; Arvind Rangaswamy

• Book ID: 101359266
• Publisher: John Wiley and Sons
• Year: 2001
• Tongue: English
• Weight: 279 KB
• Volume: 15
• Category: Article
• ISSN: 1094-9968
• DOI: 10.1002/1520-6653(200124)15:1<13::aid-dir1001>3.0.co;2-#

✦ Synopsis

In this conceptual paper, we propose that the next stage of evolution
of mass customization is customerization—a buyer-centric company strategy
that combines mass customization with customized marketing. Spurred by the
growth of Internet and related technologies, many leading companies (e.g.,
Dell) are beginning to deploy customerization on a large scale. In this
paper we define customerization, and describe how it is different from the
related strategies of mass customization, personalization, and one-to-one
marketing. We also describe the opportunities and challenges companies face
in deploying a customerization strategy, and the potential benefits that
they might realize.