Skip to main content
SpringerLink
Log in

A Review of E-mass Customization as a Branding Strategy

  • Original Article
  • Published:
Corporate Reputation Review Aims and scope Submit manuscript

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Aichner, T., and P. Coletti. 2013. Customers’ online shopping preferences in mass customization. Journal of Direct Data and Digital Marketing Practice 15 (1): 20–35.

    Google Scholar 

  • Ansari, A., and C.F. Mela. 2003. E-customization. Journal of Marketing Research 40 (2): 131–145.

    Google Scholar 

  • Baldwin, C.Y., and K.B. Clark. 2000. Design rules: The power of modularity, vol. 1. Cambridge: MIT press.

    Google Scholar 

  • Browaeys, M.J., and R. Price. 2008. Understanding cross-cultural management. Harlow: Pearson Education.

    Google Scholar 

  • Campagnolo, D., and A. Camuffo. 2010. The concept of modularity in management studies: A literature review. International Journal of Management Reviews 12 (3): 259–283.

    Google Scholar 

  • Chang, S.H., and H.E. Tseng. 2008. Fuzzy TOPSIS decision method for configuration management. International Journal of Industrial Engineering 15 (3): 304–313.

    Google Scholar 

  • Cooper, E., and M.K. Raymond. 1999. Modular assembly lines are taking over. Machine Design 71 (19): 97–101.

    Google Scholar 

  • Coronado, A.E., A.C. Lyons, D.F. Kehoe, and J. Coleman. 2004. Enabling mass customization: Extending build-to-order concepts to supply chains. Production Planning & Control 15 (4): 398–411.

    Google Scholar 

  • Da Silveira, G., D. Borenstein, and F.S. Fogliatto. 2001. Mass customization: Literature review and research directions. International Journal of Production Economics 72 (1): 1–13.

    Google Scholar 

  • Duray, R., P.T. Ward, G.W. Milligan, and W.L. Berry. 2000. Approaches to mass customization: Configurations and empirical validation. Journal of Operations Management 18 (6): 605–625.

    Google Scholar 

  • Feitzinger, E., and H.L. Lee. 1997. Mass customization at Hewlett-Packard: The power of postponement. Harvard Business Review 75: 116–123.

    Google Scholar 

  • Fettermann, D.D.C., and M.E.S. Echeveste. 2014. New product development for mass customization: A systematic review. Production & Manufacturing Research 2 (1): 266–290.

    Google Scholar 

  • Forza, C., and F. Salvador. 2002. Managing for variety in the order acquisition and fulfilment process: The contribution of product configuration systems. International Journal of Production Economics 76 (1): 87–98.

    Google Scholar 

  • Franke, N., and F. Piller. 2003. Key research issues in user interaction with configuration toolkits in a mass customization system. International Journal of Technology Management 26 (5/6): 578–599.

    Google Scholar 

  • Frutos, J.D., and D. Borenstein. 2004. A framework to support customer–company interaction in mass customization environments. Computers in Industry 54 (2): 115–135.

    Google Scholar 

  • Germanakos, P., N. Tsianos, Z. Lekkas, C. Mourlas, M. Belk, and G. Samaras. 2009. Intelligent authoring tools for enhancing mass customization of e-Services-The smarTag Framework. In ICEIS, vol. 5. 91–96.

  • Gilmore, J.H., and B.J. Pine. 1997. The four faces of mass customization. Harvard Business Review 75 (1): 91–102.

    Google Scholar 

  • Goldsmith, R.E., and J.B. Freiden. 2004. Have it your way: Consumer attitudes toward personalized marketing. Marketing Intelligence & Planning 22 (2): 228–239.

    Google Scholar 

  • Hart, C.W. 1996. Made to order. Marketing Management 5 (2): 10.

    Google Scholar 

  • Kang, J.Y.M., and E. Kim. 2012. e-Mass customisation apparel shopping: Effects of desire for unique consumer products and perceived risk on purchase intentions. International Journal of Fashion Design, Technology and Education 5 (2): 91–103.

    Google Scholar 

  • Lampel, J., and H. Mintzberg. 1996. Customizing customization. Sloan Management Review 38 (1): 21–30.

    Google Scholar 

  • Lee, H.H., and E. Chang. 2011. Consumer attitudes toward online mass customization: An application of extended technology acceptance model. Journal of Computer-Mediated Communication 16 (2): 171–200.

    Google Scholar 

  • Merle, A., J.L. Chandon, E. Roux, and F. Alizon. 2010. Perceived value of the mass-customized product and mass customization experience for individual consumers. Production and Operations Management 19 (5): 503–514.

    Google Scholar 

  • Mourtzis, D., M. Doukas, F. Psarommatis, C. Giannoulis, and G. Michalos. 2014. A web-based platform for mass customisation and personalisation. CIRP Journal of Manufacturing Science and Technology 7 (2): 112–128.

    Google Scholar 

  • Piller, F.T., and M. Müller. 2004. A new marketing approach to mass customisation. International Journal of Computer Integrated Manufacturing 17 (7): 583–593.

    Google Scholar 

  • Pine, B.J.I.I. 1993. The new frontier in Business Competition. Boston: Harvard Business School Press.

    Google Scholar 

  • Raimondo, M.A., and S. Farace. 2013. Customer attitude and dispositions towards customized products: The interaction between customization model and brand. Journal of Interactive Marketing 27 (3): 209–225.

    Google Scholar 

  • Salvador, F., P.M. De Holan, and F. Piller. 2009. Cracking the code of mass customization. MIT Sloan Management Review 50 (3): 71–78.

    Google Scholar 

  • Sanchez, R. 2000. Modular architectures, knowledge assets and organizational learning: New management processes for product creation. International Journal of Technology Management 19 (6): 610–629.

    Google Scholar 

  • Schilling, M.A., and H.K. Steensma. 2001. The use of modular organizational forms: An industry-level analysis. Academy of Management Journal 44 (6): 1149–1168.

    Google Scholar 

  • Schilling, M.A. 2000. Toward a general modular systems theory and its application to interfirm product modularity. Academy of Management Review 25 (2): 312–334.

    Google Scholar 

  • Skjevdal, R. and E.A. Idsoe. 2005. The competitive impact of product configurators in Mass Tailoring and Mass Customization Companies. In 3rd MCPC Conference, Hong Kong.

  • Spira, J.S. 1993. Mass customization through training at Lutron Electronics. Planning Review 21 (4): 23–24.

    Google Scholar 

  • Totz, C. and K. Riemer. 2001. The effect of interface quality on success-an integrative approach on mass customization design. In Proceedings of the 1st world congress on mass customization and personalization, Hong-Kong.

  • Tseng, M.M., and X. Du. 1998. Design by customers for mass customization products. CIRP Annals 47 (1): 103–106.

    Google Scholar 

  • Tseng, M.M., J. Jiao, and M.E. Merchant. 1996. Design for mass customization. CIRP Annals 45 (1): 153–156.

    Google Scholar 

  • Tu, Q., M.A. Vonderembse, T.S. Ragu-Nathan, and B. Ragu-Nathan. 2004. Measuring modularity-based manufacturing practices and their impact on mass customization capability: A customer-driven perspective. Decision Sciences 35 (2): 147–168.

    Google Scholar 

  • Turowski, K., 1999, January. A virtual electronic call center solution for mass customization. In Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers (10). IEEE.

  • Ulrich, K. 1994. Fundamentals of product modularity. In Management of design, ed. S. Dasu and C. Eastman, 219–231. Dordrecht: Springer.

    Google Scholar 

  • Ulrich, K. 1995. The role of product architecture in the manufacturing firm. Research Policy 24 (3): 419–440.

    Google Scholar 

  • Wind, J., and A. Rangaswamy. 2001. Customerization: The next revolution in mass customization. Journal of Interactive Marketing 15 (1): 13–32.

    Google Scholar 

  • Worren, N., K. Moore, and P. Cardona. 2002. Modularity, strategic flexibility, and firm performance: A study of the home appliance industry. Strategic Management Journal 23 (12): 1123–1140.

    Google Scholar 

  • Xu, Q.L., S.K. Ong, and A.Y.C. Nee. 2007. Evaluation of product performance in product family design re-use. International Journal of Production Research 45 (18–19): 4119–4141.

    Google Scholar 

  • Ying, Z., L. Li, and X. Xue. 2016. Research on Collaborative Design Method for Apparel Mass Customization in the Internet Plus Era. International Journal of Economics, Finance and Management Sciences 4 (6): 369–377.

    Google Scholar 

  • Yoo, J., and M. Park. 2016. The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research 69 (12): 5775–5784.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Business School, Newcastle University London, 102 Middlesex Street, London, E17EZ, UK

    Ye Yan, Suraksha Gupta & Tana Licsandru

  2. Business School, Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne, NE1 4SE, UK

    Klaus Schoefer

Authors
  1. Ye Yan
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Suraksha Gupta
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Klaus Schoefer
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Tana Licsandru
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Suraksha Gupta.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Yan, Y., Gupta, S., Schoefer, K. et al. A Review of E-mass Customization as a Branding Strategy. Corp Reputation Rev 23, 215–223 (2020). https://doi.org/10.1057/s41299-019-00087-9

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41299-019-00087-9

Keywords

Search

Navigation