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

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This is the public version of the dissertation made available at http://www.hiphipuk.co.uk About the Author Adam Fletcher – adamfletcher@gmail.com Founder of http://www.hiphipuk.co.uk Age: 23 Based: Leipzig/London Tel: + 49 163 453 9016 I would be interested in participating in further research <strong>to</strong>pics in this field of interest. I'd be really happy <strong>to</strong> offer (mostly bad) advice <strong>to</strong> anyone undertaking research in a similar area. Copyright: This research is offered under the Creative Commons Attribution-No Derivatives (basically just cite me if you use any of this). Thanks! Adam Fletcher – Do <strong>consumers</strong> <strong>want</strong> <strong>to</strong> <strong>design</strong> <strong>unique</strong> product on the internet. 2006 2
Abstract Mass Cus<strong>to</strong>misation has been portrayed as the ultimate form of marketing and the “business opportunity of the next millennium”. However implementing a business approach which balances the mass with cus<strong>to</strong>misation is difficult with few success s<strong>to</strong>ries. This thesis presents the results of a case study undertaken with the online tshirt manufacturer Threadless and its Virtual Community. The literary assumption that <strong>consumers</strong> <strong>want</strong> <strong>unique</strong> <strong>products</strong>, following recent renewed interest in Mass Cus<strong>to</strong>misation has prompted this research. The aim of this study was <strong>to</strong> look at an industry where it is technically possible <strong>to</strong> deliver a “pure” Mass Cus<strong>to</strong>misation experience. Threadless’ business model instead aggregates user’s opinions of user submitted <strong>design</strong>s and manufacturers the most popular. This studies looks at why this model is an attractive proposition for cus<strong>to</strong>mers and for Threadless. The secondary focus of this study was <strong>to</strong> see how much collaboration occurred within Threadless’ Virtual Community, relating this back <strong>to</strong> the broader User Innovation & Mass Cus<strong>to</strong>misation literature. Research was conducted using an online questionnaire completed by members of the Threadless Virtual Community and a participant observation of messageboard posts and replies conducted over a seven day period. The Threadless community were found <strong>to</strong> (not as the literature would have predicted) willing purchase a product which was not <strong>unique</strong> even when other companies offered the opportunity <strong>to</strong> create a <strong>unique</strong> product. This was because of the innovative nature of the <strong>products</strong> <strong>design</strong>. The community valued this innovation over involvement in the <strong>design</strong> process. This thesis proposes that as the literature suggests the Internet eases the process for receiving information from cus<strong>to</strong>mers on their <strong>want</strong>s and needs. This supports the 1-1 cus<strong>to</strong>mer and supplier relationship needed for Mass Cus<strong>to</strong>misation. However it proposes that this same technology also facilitates communication between cus<strong>to</strong>mers and aggregation of their needs. This can help overcome some manufacturer inefficiencies in Mass Cus<strong>to</strong>misation, however, it also suggests that a model combining the individualisation of Mass Cus<strong>to</strong>misation and the personalisation of Mass or Niche Production with high cus<strong>to</strong>mer involvement may better suit both parties. Adam Fletcher – Do <strong>consumers</strong> <strong>want</strong> <strong>to</strong> <strong>design</strong> <strong>unique</strong> product on the internet. 2006 3
Page 1: “Do cons
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 and 12: With this renewed interest and opti
Page 13 and 14: 2.0 Literature Review (5000) This c
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
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Surprisingly and contradict
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4.5 Sawhney and Prandelli (2000) st
Page 59 and 60:
customers
Page 61 and 62:
Figure 10: Adapted Conceptual Frame
Page 63 and 64:
Chapter 5 “Armed with new connect
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5.1 Research Conclusions & Limitati
Page 67 and 68:
5.3 Recommendations The most obviou
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Chapter 6 References & Appendices
Page 71 and 72:
participation in network and small
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Control. Vol. 15, N.4, June 2004, 4
Page 75 and 76:
Von Hippel, E. (1986) “Lead users
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1. Less than once a week 2. Once or
Page 79 and 80:
17. Do you design
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30. Please rate from 1-10 (10 being
Page 83 and 84:
The Virtual Community of Threadless
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