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.
|Original language||English (US)|
|Number of pages||20|
|Journal||Journal of Interactive Marketing|
|State||Published - 2001|
All Science Journal Classification (ASJC) codes
- Business and International Management