By James H. Gilmore

What does it suggest "to dell?" This newly coined enterprise verb potential to mass-customize, making items simply in keeping with genuine call for. this enables a product to "go direct" to a purchaser, and it truly is what Dell machine does rather than forcing heavily produced pcs on its clients. And Dell's now not on my own. As Editors Jim Gilmore and Joe Pine indicate of their creation to "Markets of One", mass customization is a pattern that has stuck on between shopper and business-to-business businesses alike - reflect on Levi's denims, Aramark's sanatorium prone, choose convenience mattresses, and Peapod or Streamline grocery supply, to call a few.Companies customise their choices to fulfill the original wishes of person consumers in order that approximately everybody can receive precisely what they wish at a cheap rate. it is a paradigm shift clear of the one-size-fits-all manner managers have considered markets during the last century- at the present time, each person client is a industry of 1. This number of ten "Harvard company evaluation" articles chronicles the evolution of commercial festival from mass markets to markets of 1 - in different phrases, from growing standardized price via mass construction to making customer-unique worth via mass customization.The booklet examines the various ensuing adjustments in method of approach and operations - for instance, relocating from pushing items to satisfying person wishes, from focusing completely on industry proportion to measuring shopper percentage, and from advertising to the hundreds to cultivating studying relationships with every one purchaser. "Markets of 1" bargains the easiest of the prime thinkers at the subject, exploring either the promise and pitfalls of mass customization. useful functions are awarded with examples of prime businesses who effectively mass customise for markets of 1. it is a Harvard company evaluate ebook.

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Additional info for Markets of One: Creating Customer-Unique Value through Mass Customization

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This type of customization makes sense to eliminate the form-of sacrifice inherent to standardized packaging, marketing materials, product placement, terms and conditions, and other outward representations of the offering. These four forms of customization emerge from decoupling one's view of product (what it really is) and the representation of product (what one says it is). Customization solutions need not necessarily focus on customizing the product itself; often customizing the information about the product can alone create tremendous customer-unique value.

They suggest that mass customizers first develop the most advanced version possible, and then subtract features that any one customer does not want. This highlights a popular misconception of mass customization. Creating customer-unique value through customization does not always mean adding new and different features and benefits. Indeed, removing elements from existing offerings can be equally valuable, for customers sacrifice not just in getting too little but in having too much foisted on themthink, for example, of VCRs with so many functions that customers can't figure out how to set the time.

Gilmore and B. Joseph Pine II Roll over, Henry Ford. Today, you can have any color you want, as long as it's the one you want. Technologies enabling mass customization now permeate a vast number of manufacturing and service industries, from automobiles, blue jeans, and mattresses to grocery shopping, insurance, and personal investing. Mass customization represents no mere business fad, but an ongoing and inexorable shift in the very structure of American economic activityjust as mass production was in its day.

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