Beschreibung
This thesis empirically proofs a cultural influence on mass customization the personalization of mass products towards individual tastes - a topic of increasing importance in todays 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 willingnesstopay for masscustomized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions.
Autorenporträt
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.
Herstellerkennzeichnung:
Springer Gabler in Springer Science + Business Media
Tiergartenstr. 15-17
69121 Heidelberg
DE
E-Mail: juergen.hartmann@springer.com
