Media Market Inertia: A Potential Threat to Success of Mass Customization

HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION

Posted: 21 Apr 2010

See all articles by Detlef Schoder

Detlef Schoder

University of Cologne

Johannes Putzke

University of Cologne

Kai Fischbach

University of Bamberg

Date Written: December 30, 2008

Abstract

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

Suggested Citation

Schoder, Detlef and Putzke, Johannes and Fischbach, Kai, Media Market Inertia: A Potential Threat to Success of Mass Customization (December 30, 2008). HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION. Available at SSRN: https://ssrn.com/abstract=1593472

Detlef Schoder (Contact Author)

University of Cologne ( email )

Pohligstr. 1
Cologne, D-50969
Germany

Johannes Putzke

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany
+492214705322 (Phone)
+492214705393 (Fax)

Kai Fischbach

University of Bamberg ( email )

An der Weberei 5
Bamberg, 96049
Germany

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