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Mass customization: A method for market segmentation and choice menu design
This paper proposes a method for designing choice menus for mass customization (MC). The method is based on the analysis of stated preferences (SP) on product or service attributes obtained through panel studies. The method is first presented, and then illustrated with a real world case application...
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Published in: | International journal of production economics 2008-02, Vol.111 (2), p.606-622 |
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Main Authors: | , |
Format: | Article |
Language: | English |
Subjects: | |
Citations: | Items that this one cites Items that cite this one |
Online Access: | Get full text |
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Summary: | This paper proposes a method for designing choice menus for mass customization (MC). The method is based on the analysis of stated preferences (SP) on product or service attributes obtained through panel studies. The method is first presented, and then illustrated with a real world case application in a natural gas (NG) distribution company. The case application indicated the method was able to elicit stated preferences on a broad range of attributes enabling the design of choice menus of different sizes and content for alternative customer segments, thus balancing the trade-off between flexibility and complexity that is at the core of choice menu design. |
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ISSN: | 0925-5273 1873-7579 |
DOI: | 10.1016/j.ijpe.2007.02.034 |