Co-creating customization: collaborating with customers to deliver individualized value
Abstract
Purpose The article introduces practitioners to the concept and process of co-creating customization with buyers. Design/methodology/approach This article offers a process and a model that mass market companies can use to take a scalable approach to involving customers in offering development, delivery and use. Findings Companies that co-create customization in a truly collaborative process enjoy significantly more sustainable competitive...
Paper Details
Title
Co-creating customization: collaborating with customers to deliver individualized value
Published Date
May 15, 2017
Journal
Volume
45
Issue
3
Pages
10 - 15
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Notes
History