TITLE

Made to Order

AUTHOR(S)
Hart, Christopher W.
PUB. DATE
June 1996
SOURCE
Marketing Management;Summer96, Vol. 5 Issue 2, p11
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Across the broad spectrum of industry, companies are achieving unprecedented levels of market success through mass customization. Customers want products and services as unique as their individual tastes and preferences, at prices that translate into superior value. The need for firms to adopt mass customization is driven both by heightened customer expectations and companies' never-ending quest to develop and sustain competitive advantage. New technologies and a new way of thinking about strategy are enabling them to respond to both forces. INSET: A New Mindset.
ACCESSION #
9612122875

 

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