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A Review of E-mass Customization as a Branding Strategy

Author

Listed:
  • Ye Yan

    (Newcastle University London)

  • Suraksha Gupta

    (Newcastle University London)

  • Klaus Schoefer

    (Newcastle University Business School)

  • Tana Licsandru

    (Newcastle University London)

Abstract

E-mass customization has received much attention as it aims to increase brand performance and preserve customer loyalty towards a brand by means of customer co-design and mass production, so that individual customer needs are met by affordable prices within the online shopping experience. However, little is known about e-mass customization strategy. This paper identifies two typologies of e-mass customization based on the degrees of customer co-design in the process: collaboration-based customization which involves customers in the early stage and promises major revisions in the product, and adoption-based customization which brings customers into the post-design stage and offers segmented revisions in the product. This paper also proposes plausible implementation of e-mass customization involving the design of a web interface, modularity-based manufacturing, and enabling technologies. Subsequently, theoretical and managerial implications of this study are discussed at length. Finally, future research directions are outlined.

Suggested Citation

  • Ye Yan & Suraksha Gupta & Klaus Schoefer & Tana Licsandru, 2020. "A Review of E-mass Customization as a Branding Strategy," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 215-223, August.
    • Handle: RePEc:pal:crepre:v:23:y:2020:i:3:d:10.1057_s41299-019-00087-9
    DOI: 10.1057/s41299-019-00087-9
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    References listed on IDEAS

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