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(Ebook) The Cultural Influence on Mass Customization by Carolin Wabia ISBN 9783658310141, 9783658310158, 3658310146, 3658310154

SKU: EBN-22489080

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Authors:Carolin Wabia

Year:2020

Editon:1st ed.

Publisher:Springer Fachmedien Wiesbaden;Springer Gabler

Language:english

File Size:4.13 MB

Format:pdf

ISBNS:9783658310141, 9783658310158, 3658310146, 3658310154

Categories: Ebooks

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(Ebook) The Cultural Influence on Mass Customization by Carolin Wabia ISBN 9783658310141, 9783658310158, 3658310146, 3658310154

This thesis empirically proofs a cultural influence on mass customization ‐ the personalization of mass products towards individual tastes - a topic of increasing importance in today’s international markets. Based on quantitative research, the author observes differences in preferences among German and Chinese participants for varying product groups and mass customization stages. Contrasts in willingness‐to‐pay for mass‐customized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions.

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