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

One common feature in all the examples above are that they use the Internet as the key
enabler, with which <strong>to</strong> interact with their cus<strong>to</strong>mers. Advances in Information
Technology in recent years in particular e-commerce, the Internet and the creation of
what is now a global marketplace are recognized as the key enabler for adoption of MC
(Piller 2002, Von Hippel 1998, Schubert and Koch 2002, Pine et al 1993, Fuller and
Hienerth 2004)
MC is a fundamental shift away from the teachings of Mass Production (MP) which
focused on standardized <strong>products</strong> produced in high volumes. This approach is often
attributed <strong>to</strong> the work of Henry Ford and the model T Ford back in the 1920’s. Mass
Cus<strong>to</strong>mization is concerned with creating <strong>unique</strong> <strong>products</strong> or services using the efficiency
of Fords MP.
1.2 The Virtual Community (VC)
This paper will look at how a VC can support MC activity. To date there is no one
definition that has been adopted by the academic community for a VC, developing on
definitions from Schubert & Ginsburg (2000) and Sawhney & Prandelli (2000) we
propose that Virtual Communities are:
“The union between individuals or organizations using electronic media <strong>to</strong> communicate
within a shared semantic space on a regular basis. The communities provide sociability,
support, information, a sense of belonging, and social identity. This community is usually
but not exclusively created around shared values or interests”
Adam Fletcher – Do <strong>consumers</strong> <strong>want</strong> <strong>to</strong> <strong>design</strong> <strong>unique</strong> product on the internet.
2006
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