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The Cultural Influence on Mass Customization

The Cultural Influence on Mass Customization

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658310141
Condition
New
Product Description

This thesis empirically proofs a cultural influence on mass customization the personalization of mass products towards individual tastes - a topic of increasing importance in todays 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 willingnesstopay for masscustomized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions.

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