Why customization isn’t always positive
https://thriveglobal.com/?p=743460&preview=trueParticipants
- A.K. Klesse
Role: Faculty
Reference type: Referenced
Media outlets
- thrive global (Online)
Description
Technological advances allow customers to determine specific product characteristics by choosing particular ingredients, features or design elements in helping to build a product outcome. Retail stores (such as Pinkberry), companies (such as Build-a-Bear), and websites (such as spreadshirt.com) enable customers to customize their own product. However, according to new research from Dr Anne-Kathrin Klesse at RSM the impact of product customization is more multi-faceted and depends on the type of customers.
Technological advances allow customers to determine specific product characteristics by choosing particular ingredients, features or design elements in helping to build a product outcome. Retail stores (such as Pinkberry), companies (such as Build-a-Bear), and websites (such as spreadshirt.com) enable customers to customize their own product. However, according to new research from Dr Anne-Kathrin Klesse at RSM the impact of product customization is more multi-faceted and depends on the type of customers.