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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Authors and Affiliations

Goslar, Germany

Carolin Wabia

About the author

Carolin Wabia studied International Management at Tilburg University. She received her Doctor of Economics from Clausthal University of Technology where she currently works as a scientific employee at the Institute of Management and Economics.

Bibliographic Information

Book Title: The Cultural Influence on Mass Customization
Authors: Carolin Wabia
DOI: https://doi.org/10.1007/978-3-658-31015-8
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020
Softcover ISBN: 978-3-658-31014-1Published: 12 August 2020
eBook ISBN: 978-3-658-31015-8Published: 11 August 2020
Edition Number: 1
Number of Pages: XVII, 218
Number of Illustrations: 1 b/w illustrations
Topics: Business and Management, general, Marketing

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Table of contents (7 chapters)

Front Matter

Introduction to the cultural influence on mass customization

Theoretical background on mass customization research

Fundamentals of culture research

Cultural influence on consumer behavior under mass customization

Cultural-bound interest in mass customization – survey

Cultural-bound actions in mass customization – experiment

Conclusion

Back Matter

About this book