mASS CUSTOMIZATION AND ONE - ON - ONE MARKETING

about the author, frank Piller is a chair professor of management and the director of the Technology Innovation Management Group at rwth Aachen University. Individualized customization -Shirts fit to body measurements or scans. Internet as a vehicle for implementing this concept in an economically friendly way. Customers get this dedicated service for a cost between 150 and 450 Euro, not cheap but still affordable for many consumers compared to the price level of a traditional shoe maker (starting at 1000 Euro and more). APC sells, designs, produces, delivers, and installs large complex infrastructure systems for data centers, and components for these systems. In other words, the goal is to provide customers what they want, when they want. Customerization enables companies to have the ability to adapt personalization and one-to-one marketing initiatives for the digital marketing environment. Determine whether the necessary technologies and capabilities are available to customize while maintaining efficiency and quality -IT, flexible production equipment, mass customization, the production of personalized goods or services to meet individual consumers' diverse needs at near mass production prices -Mass producers identify and exploit. The challenge facing the firm is, therefore, how to design and manage a customerization process along with mass-produced products and services. Also, production costs were significantly reduced.

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Selve enables its customers to create their own shoes by selecting from a variety of materials and designs, in addition to a truly custom shoe fit, based on a 3D-scan of a customers feet. Nike, Adidas, Lego, P G, Unilever, Nestle, Mars, Lego, and many others, all have invested in profiting from mass customization. 1, a company is customerized when it is able to establish a dialogue with individual customers and respond by customizing its products, services, and messages on a one-to-one basis.

The success of the German machine tool industry, driving the German economy in these turbulent times, for example, is a direct outcome of the ability of these firms to customize their products efficiently to the needs for very different customers around the world. But beyond Dell, there are many other examples of companies that have employed mass customization successfully. Strategy and Leadership 37 (2 3237 Wind,., Rangaswamy,. In addition, the company has implemented a manufacturing concept, which involves the mass production of standard components in the Far East, and customer order-based final assembly at various production sites around the world within close customer proximity. Implementing mass customization demands both product innovation and process innovation. Journal of Interactive Marketing, 18(3 514.

mASS CUSTOMIZATION AND ONE - ON - ONE MARKETING