Exploring Mass Message Customization

Nande Kaustubh

No WP2003-11-01, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: The paper begins with the exploratory concept of ‘mass customization’ and then moves on to discuss the possibility of applying it in business communication. Further, it gives a brief framework within which to fit this concept. The author then argues the relevance of the concept in today’s workplace. However, this paper does not discuss the details of the ‘process of mass message customization.’ It just hints to possible areas for further research and exploration.

Date: 2003-11-01
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Persistent link: https://EconPapers.repec.org/RePEc:iim:iimawp:wp01785

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