A Review of E-mass Customization as a Branding Strategy

Ye Yan, Suraksha Gupta (), Klaus Schoefer and Tana Licsandru
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Ye Yan: Newcastle University London
Suraksha Gupta: Newcastle University London
Klaus Schoefer: Newcastle University Business School
Tana Licsandru: Newcastle University London

Corporate Reputation Review, 2020, vol. 23, issue 3, No 8, 215-223

Abstract: Abstract E-mass customization has received much attention as it aims to increase brand performance and preserve customer loyalty towards a brand by means of customer co-design and mass production, so that individual customer needs are met by affordable prices within the online shopping experience. However, little is known about e-mass customization strategy. This paper identifies two typologies of e-mass customization based on the degrees of customer co-design in the process: collaboration-based customization which involves customers in the early stage and promises major revisions in the product, and adoption-based customization which brings customers into the post-design stage and offers segmented revisions in the product. This paper also proposes plausible implementation of e-mass customization involving the design of a web interface, modularity-based manufacturing, and enabling technologies. Subsequently, theoretical and managerial implications of this study are discussed at length. Finally, future research directions are outlined.

Keywords: E-mass customization; Co-design; Brand performance; Web interface design; Manufacturing design technology (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1057/s41299-019-00087-9

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