Media Market Inertia: A Potential Threat to Success of Mass Customization
HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION
Posted: 21 Apr 2010
Date Written: December 30, 2008
Several empirical studies examine the consumer acceptance of mass-customized (MC) media. Although these findings overall suggest promising prospects for mass-customized media, entrepreneurial experience still contrasts these prospects with missing market take off. This paper sheds light on this antagonism. In the first part of this paper, we will discuss insights from studies examining consumers' acceptance of mass-customized products (particularly individualized printed newspapers). Based on entrepreneurial experience by the authors in setting up an individualized printed newspaper, the rich prospects of mass customization in content-related industries are contrasted with the lack of market take off. One of the authors holds the patent for an individualized, printed newspaper (WO03052648) and developed a prototype of an individualized printed daily newspaper that is ready for market launch. However, several factors impede market introduction. We tell the inside story and give some preliminary explanations. Conclusions will highlight scenarios of mass customization blended with Web 2.0 in content related industries.
Keywords: Mass Customization, Personalization, Engineer-to-Order, Open Innovation, User Co-Creation, Modularity; Platform Design, Customer Centricity
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