TY - JOUR
T1 - Customerization
T2 - The next revolution in mass customization
AU - Wind, Jerry
AU - Rangaswamy, Arvind
N1 - Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2001
Y1 - 2001
N2 - In this conceptual paper, we propose that the next stage of evolution of mass customization is customerization - a buyer-centric company strategy that combines mass customization with customized marketing. Spurred by the growth of Internet and related technologies, many leading companies (e.g., Dell) are beginning to deploy customerization on a large scale. In this paper we define customerization, and describe how it is different from the related strategies of mass customization, personalization, and one-to-one marketing. We also describe the opportunities and challenges companies face in deploying a customerization strategy, and the potential benefits that they might realize.
AB - In this conceptual paper, we propose that the next stage of evolution of mass customization is customerization - a buyer-centric company strategy that combines mass customization with customized marketing. Spurred by the growth of Internet and related technologies, many leading companies (e.g., Dell) are beginning to deploy customerization on a large scale. In this paper we define customerization, and describe how it is different from the related strategies of mass customization, personalization, and one-to-one marketing. We also describe the opportunities and challenges companies face in deploying a customerization strategy, and the potential benefits that they might realize.
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U2 - 10.1002/1520-6653(200124)15:1<13::aid-dir1001>3.0.co;2-%23
DO - 10.1002/1520-6653(200124)15:1<13::aid-dir1001>3.0.co;2-%23
M3 - Article
AN - SCOPUS:0038827731
SN - 1094-9968
VL - 15
SP - 13
EP - 32
JO - Journal of Interactive Marketing
JF - Journal of Interactive Marketing
IS - 1
ER -