The Four Faces of Mass Customization
by James Gilmore, B. Joseph, II Pine
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Book Summary Information
Author: B. Joseph, II Pine, James GilmoreEdition: Digital
Audio: English (Published)
Format: Download: PDF
Published: 1997-01-01
ISBN: N/A
Number of pages: 14
Publisher: Harvard Business Review
Summary of The Four Faces of Mass Customization
Virtually all executives today recognize the need to provide outstanding service to customers. Focusing on the customer, however, is both an imperative and a potential curse. Companies around the world have embraced mass customization in an attempt to avoid pitfalls. But many managers have discovered that mass customization itself can produce unnecessary cost and complexity. They are realizing that they did not examine thoroughly enough what kind of customization their customers would value before they plunged ahead. In this article, the authors provide a framework to help managers determine the type of customization they should pursue.General Books
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