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- W2078687570 abstract "This papers addresses the question how mass customization firms use communities to improve customer interaction and thus making mass customization more productive. Out of a pool of 118 mass customization firms and their communities, we selected representative companies (in terms of community size, - integration and openness) within an iterative approach for in-depth interviews. We found that communities can serve as levers for mass customization productivity, but companies seem to exploit them differently: Companies with a small customer base tend to limit communities merely on marketing communication to increase sales output. Providers with large and integrated communities realize a broader productivity potential from communities, exploiting them not only for increasing productivity output but for decreasing input factors in customer interaction processes (such as support in product configuration)." @default.
- W2078687570 created "2016-06-24" @default.
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- W2078687570 date "2013-06-29" @default.
- W2078687570 modified "2023-09-24" @default.
- W2078687570 title "How user communities improve mass customization productivity" @default.
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- W2078687570 doi "https://doi.org/10.1145/2482991.2483008" @default.
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