Why customization isn’t always positive

https://thriveglobal.com/?p=743460&preview=true

Participants

  • 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.