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Title:
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THE EFFECT OF MASS CUSTOMIZATION ON DEMAND TURBULENCE |
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Author(s):
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Teemu Santonen |
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ISBN:
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972-98947-0-1 |
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Editors:
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António Palma dos Reis and Pedro Isaías |
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Year:
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2003 |
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Edition:
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1 |
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Keywords:
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Mass customization, market turbulence, demand turbulence, experience, online newspapers . |
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Type:
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Full Paper |
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First Page:
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356 |
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Last Page:
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364 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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It has been argued that market turbulence, which includes demand and structural dimensions, is increasing the level of applied and future mass customization at least in the physical product environment. However, previous studies have paid less attention to the fundamental differences between physical and digital products, and the potential impact of experience on demand turbulence and customization. Therefore in this paper we will empirically evaluate how accumulated experience influences demand turbulence and mass customization in the case of digital information products. Our empirical tests with data from 42 online newspapers revealed that only experienced online newspapers on the national market had started applying the customization business model. This supports the suggestion that the path from mass production to mass customization is not direct, but requires continuous learning and improvement also in the web publishing environment. In addition, we found only limited support for the proposition that more experienced companies should be able to control the demand uncertainty. On the contrary to previous findings in the literature, we were not able to validate the demand
turbulence-customization relationship. Due to our small and homogeneous sample group, the generalizability of our findings requires further research. |
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