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Comprendre et gérer un programme de Customisation de Masse

Author

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  • Aurélie Merle

    (EESC-GEM Grenoble Ecole de Management)

Abstract

Les offres de Customisation de Masse (CM) ont donné lieu à des succès mais aussi à plusieurs échecs. Dans ce contexte, cet article apporte une réflexion sur la manière d'accroître la performance commerciale de telles offres. Une définition du concept est proposée pour le différencier d'autres stratégies de personnalisation. Puis, les sources de valorisation et coûts perçus de la CM sont explorés. Des recommandations sont ensuite formulées pour jouer sur la valeur perçue en se focalisant sur la gestion de l'expérience de co-design. Finalement, quatre points de réflexion marketing sont proposés aux managers souhaitant développer une offre de CM.

Suggested Citation

  • Aurélie Merle, 2010. "Comprendre et gérer un programme de Customisation de Masse," Grenoble Ecole de Management (Post-Print) halshs-02913219, HAL.
    • Handle: RePEc:hal:gemptp:halshs-02913219
    DOI: 10.7193/DM.059.39.48
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