Aurelie Merle

Grenoble Ecole de Management

Department of Marketing

12 Rue Pierre Semard

Grenoble, Cedex 01 38000

France

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Scholarly Papers (1)

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Why Consumers are Wiling to Pay for Mass Customized Products: Dissociating Product and Experiental Value

HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION, Forthcoming
Posted: 20 May 2010 Last Revised: 31 May 2010
Aurelie Merle, Jean-Louis Chandon and Elyette Roux
Grenoble Ecole de Management, Universities of Marseille - Université Paul Cézanne - Aix-Marseille III and Institut d'Administration des Entreprises d'Aix-en-Provence

Abstract:

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Mass Customization, Personalization, Engineer-to-Order, Open Innovation, User Co-Creation, Modularity, Platform Design, Customer Centricity