Measuring the effectiveness of a mass customization and personalization strategy: a market- and organizational-capability-based index |
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| Authors: | Ashok Kumar and Kathryn E. Stecke |
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| Affiliation: | (1) Department of Management, Grand Valley State University, DeVos Center, # 454C, 401 West Fulton, Grand Rapids, MI 49504, USA;(2) School of Management, University of Texas at Dallas, Richardson, TX 75083-0688, USA |
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| Abstract: | The research of Kumar (Int J Flex Manuf Syst 16(4):287–312, 2004) is expanded to develop a methodology that measures the effectiveness of a mass customization and personalization strategy using a mass customization and personalization effectiveness index. This index extends Kumar (2004) in three significant ways: (1) it encompasses both service and manufacturing companies, (2) the assessment of product customization considers that customers assign different weights to different product features, and (3) the index captures the impact of both market perception and system capabilities. Three different measures are proposed. Which is appropriate should be a function of a particular company’s parameters. The circumstances under which each measure is best is a subject for future research. The validation and reliability of this index and these measures are also issues that should be addressed by future research. |
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| Keywords: | Mass customization Personalization Index Effectiveness of a strategy |
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