...-oriented action in contexts where formal systems are limited. This section provides the strategic background necessary to interpret the case. It is organized around four complementary ideas: mass customization as a leadership-driven strategic choice rather than a technological solution; co...

... value. In a Harvard Business Review article “The Four Faces of Mass Customization,”[ 1 ] the authors define the two features of an offering that can be customized: Functionality. Representation. Functionality is the core purpose customers want to put the offering...

... goods on the basis of price. To get out of the commoditization trap, B2B businesses need to continuously innovate how they attract, engage and excite customers by finding new possibilities for creating value. One of the benefits of digital technology is that B2B companies can mass customize offerings...

... needs. Almost any industry would benefit from seeking to differentiate based on for-fee experiences. Admission charging Customer sacrifice Experience economy Experience time Mass customization Transformational experiences In the past two decades, the economic offerings of businesses...

... their necessary complexity. In the process, we have developed some unique insights on the issue (see Exhibit 2 ). Customization Complexity theory Financial services Mass customization Many companies in many industries find themselves dealing with an over abundance of custom‐designed products...

... and a number of best practices rather than on price optimization software alone. Krishnakumar Davey can be contacted at: krishnakumar.davey@mercermc.com © Emerald Group Publishing Limited 2006 Pricing Customer satisfaction Computer software Mass customization Market segmentation Unit...

... Outsourcing Balanced scorecard Mass customization Benchmarking The past dozen years in business have witnessed an explosion in the use of management tools and techniques. The tools range from broad processes such as strategic planning and benchmarking to highly focused initiatives such as the use...

... to prosper in the emerging experience economy should begin by mass customizing their goods and services. To determine which products to customize, many companies gather customer satisfaction or “voice of the customer” surveys that use market research techniques to get data. However, these techniques do...