TY  - BOOK
AU  - Wabia,Carolin
ED  - SpringerLink (Online service)
TI  - The Cultural Influence on Mass Customization
SN  - 9783658310158
AV  - HF4999.2-6182 
U1  - 650 23
PY  - 2020///
CY  - Wiesbaden
PB  - Springer Fachmedien Wiesbaden, Imprint: Springer Gabler
KW  - Business
KW  - Management science
KW  - Marketing
KW  - Business and Management, general
N1  - Theoretical Background on Mass Customization Research -- Fundamentals of Culture Research -- Cultural Influence on Consumer Behavior Under Mass Customization -- Cultural‐bound Interest in Mass Customization – survey -- Cultural‐Bound Actions in Mass Customization – experiment.
N2  - This thesis empirically proofs a cultural influence on mass customization ‐ the personalization of mass products towards individual tastes - a topic of increasing importance in today’s 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 willingness‐to‐pay for mass‐customized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions
UR  - https://doi.org/10.1007/978-3-658-31015-8
ER  -