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PhD Proposal Defense – “Mass Customization Confusion: The Role of Online Indirect Experience in Consumer Learning”

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Consumers are involved in product design through mass customization, a strategy that creates value by some form of company–customer interaction at the fabrication/assembly stage of the operations level to create customized products with production cost and monetary price similar to those of mass-produced products (Kaplan & Haenlein, 2006). However the increased complexity of mass customization has generated the so called mass confusion phenomenon that jeopardizes the expected benefits of the …[ seguir leyendo ]

PhD Proposal Defense – “Mass Customization Confusion: The Role of Online Indirect Experience in Consumer Learning”

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