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Customer co-design: a study in the mass customization industry

  • Stefan R. Thallmaier’s iestigation enables mass customization businesses to better understand how co-design increases customers’ value perception. He focuses on the increasing proliferation of service channels (online, mobile and in-store) and digital media (toolkits, social media and live help) at the co-design interface. Based on qualitative and quantitative research, the author examines how this proliferation impacts customers’ value perception in the different stages of the co-design process. The research shows that customers’ value perception profits from varying levels of social presence throughout the co-design process. The work helps researchers and practitioners with surprising insights as well as hands-on recommendations to improve and adapt interfaces for customer co-design.

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Document Type:Doctoral Thesis
Author:Stefan Thallmaier
Center:Center for Leading Innovation and Cooperation (CLIC)
Year of Completion:2015
Wiesebaden: Springer Gabler, 2015 ISBN 978-3-658-07525-5 (print) ISBN 978-3-658-07526-2 (ebook) Leipzig, HHL Leipzig Graduate School of Management, Diss., 2014