While the Internet provides an ideal marketplace for custom services, its strategic potential yet to be fully realized. In particular, multi-seller (or “cross Retailers”) partnerships are the key to a largely untapped Internet strategy for mass customizing bundles of goods or services as a value-added solutions for individual customer needs. Used examples of mass customization successes Cross Retail as a comprehensive strategy requires that frames current web initiatives especially i … Read more »

While the Internet provides an ideal marketplace for custom services, its strategic potential yet to be fully realized. In particular, multi-seller (or “cross Retailers”) partnerships are the key to a largely untapped Internet strategy for mass customizing bundles of goods or services as a value-added solutions for individual customer needs. Used examples of mass customization successes Cross Retail forward as a comprehensive strategy that frames current web initiatives, especially in terms of customer benefits. Exploiting the strategy requires an understanding of the enablers and dimensions of mass customized “e-services for consumers” (ie, e-tail services and service-related consumer products, which are defined and are sold via the Internet). The entire success of the broader Internet marketplace will be determined not only by the industry-wide cooperation, but also through the development of rich standards that allow for the pooling of highly customized products. More importantly, service providers are differentiated by their ability powerful Web interfaces within a strategy that fully supports and extends deal with a customer-driven adaptation process.
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from
Richard T. Grenci,
Charles A. Watts
Source: Business Horizons
10 pages.
Release Date: 15, March 2007. Prod #: BH226-PDF-ENG
Maximization of customer value via mass customized e-Consumer Services HBR case solution

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