“Do consumers want to design unique products on the internet? A ...

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Chapter 2 Literature Review & Conceptual Framework “There is nothing simple about MC” (Hart 1995:1) Adam Fletcher – Do <strong>consumers</strong> <strong>want</strong> <strong>to</strong> <strong>design</strong> <strong>unique</strong> product on the internet. 2006 12
2.0 Literature Review (5000) This chapter will begin with an explanation of MC, followed by an overview of the his<strong>to</strong>ry of the term. What follows is a critical re-examination of the underlying assumptions behind MC. This aims <strong>to</strong> show that the current academic thinking regarding MC may be incorrect. This is followed by the presentation of an alternative approach <strong>to</strong> MC adopted by the online retailer Threadless and discussion of how this model might better support MC & innovative activities such as NPD. This paper takes the view of Hart (1995) who suggests that there are two different ways of defining and conceptualising Mass Cus<strong>to</strong>misation. The first visionary definition is “the ability <strong>to</strong> provide your cus<strong>to</strong>mers with anything they <strong>want</strong> profitably, any time they <strong>want</strong> it, anywhere they <strong>want</strong> it, any way they <strong>want</strong>.” (Hart 1995:1) While this is only meant as a “transcendent, absolute idea that exists solely in the ideal” (Hart 1995:1), it best describes the basic principal and inherent complexity of MC. The key difference between MC and the traditional one size fits all, any colour as long as its black approach of Mass Production made famous by Fordism is the <strong>unique</strong>, tailored experience that the cus<strong>to</strong>mer receives. You aim <strong>to</strong> reach large numbers of cus<strong>to</strong>mers but simultaneously treat them as individuals (Davis 1996), whilst aiming <strong>to</strong> maintain the efficiency of mass production (Pine et al 1993; Piller 2003). The other perhaps more realistic and practical definition offered by Hart is Adam Fletcher – Do <strong>consumers</strong> <strong>want</strong> <strong>to</strong> <strong>design</strong> <strong>unique</strong> product on the internet. 2006 13
Page 1 and 2: “Do cons
Page 3 and 4: Abstract Mass Custo</strong
Page 5 and 6: Chapter 1 Introduction, Term Defini
Page 7 and 8: mass produced system.” Adam Fletc
Page 9 and 10: The Internet itself could be viewed
Page 11: With this renewed interest and opti
Page 15 and 16: Table 1: Description of Production
Page 17 and 18: Lampel and Mintzberg’s (1996) hav
Page 19 and 20: individualization” (Piller & Mull
Page 21 and 22: necessary discounting to</s
Page 23 and 24: significant value add or a way of g
Page 25 and 26: Figure 3: MC approaches used by VMs
Page 27 and 28: eceived less focus in the literatur
Page 29 and 30: - Access a communities’ publicly
Page 31 and 32: Some studies have proven that often
Page 33 and 34: In this approach the custo<
Page 35 and 36: Figure 5: “Conceptual framework s
Page 37 and 38: 3.0 Research Strategy & Methodology
Page 39 and 40: general. It can help to</st
Page 41 and 42: 3.3 Research Methodology It is sugg
Page 43 and 44: Chapter 4 Findings & Discussion “
Page 45 and 46: shows the different categories and
Page 47 and 48: commonly posted comments were givin
Page 49 and 50: community member adds a comment bel
Page 51 and 52: “This is pretty rough right now,
Page 53 and 54: “other” also responded in a way
Page 55 and 56: Surprisingly and contradict
Page 57 and 58: 4.5 Sawhney and Prandelli (2000) st
Page 59 and 60: customers
Page 61 and 62: Figure 10: Adapted Conceptual Frame
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Chapter 5 “Armed with new connect
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5.1 Research Conclusions & Limitati
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5.3 Recommendations The most obviou
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Chapter 6 References & Appendices
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participation in network and small
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Control. Vol. 15, N.4, June 2004, 4
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Von Hippel, E. (1986) “Lead users
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1. Less than once a week 2. Once or
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17. Do you design
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30. Please rate from 1-10 (10 being
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The Virtual Community of Threadless
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