Mass Customization: more technology, less publicity and customer satisfaction
Autor(a) principal: | |
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Data de Publicação: | 2007 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Ibero Americana de Estratégia - RIAE |
Texto Completo: | https://periodicos.uninove.br/riae/article/view/12959 |
Resumo: | This article refers to mass customization as an individual marketing strategy, centered on costumer's order, by means of technology, emphasizing the sensibility, the flexibility and the elasticity. Such an approach is based on the mass customization advantages and its principles of flexibility: the postponement, the resenquencing and the process standardization. Moreover, the article refers to the Hewlett-Packard, (PCs) success, due to its power of integrating the designs of products, processes and supply network. We can, thus, think about the end of the advertisement. So, the old message: “Buy it now!” is not worthwhile anymore. The intelligence, nowadays, by means of technology, creates a "fatal", customized relationship with each customer. And it sells much more. |
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Mass Customization: more technology, less publicity and customer satisfactionCustomização de massa: mais tecnologia, menos propaganda e satisfação do clientemass customization; flexibility; postponement; technology; standardization.customização de massa; flexibilidade; adiamento; tecnologia; padronização.This article refers to mass customization as an individual marketing strategy, centered on costumer's order, by means of technology, emphasizing the sensibility, the flexibility and the elasticity. Such an approach is based on the mass customization advantages and its principles of flexibility: the postponement, the resenquencing and the process standardization. Moreover, the article refers to the Hewlett-Packard, (PCs) success, due to its power of integrating the designs of products, processes and supply network. We can, thus, think about the end of the advertisement. So, the old message: “Buy it now!” is not worthwhile anymore. The intelligence, nowadays, by means of technology, creates a "fatal", customized relationship with each customer. And it sells much more.Este artigo apresenta a customização de massa como uma estratégia de marketing individual, voltada para o atendimento ao cliente, e enfatiza a sensibilidade, a flexibilidade e a elasticidade propiciada, no processo, pela tecnologia. Nesta abordagem, são elencadas as vantagens da customização e seus princípios de flexibilidade: o adiamento, o resseqüenciamento e a padronização do processo. O artigo também foca o sucesso da Hewlett-Packard, em razão de sua capacidade de integrar os projetos de produtos, processos e redes de fornecimento. Por fim, questiona se a customização não estaria a anunciar a ‘morte’ da propaganda, e se a inteligência, por meio da tecnologia, não criaria uma relação ‘fatal’, customizante com cada cliente, vendendo cada vez mais.Universidade Nove de Julho - UNINOVE2007-11-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/riae/article/view/1295910.5585/ijsm.v1i1.15Revista Ibero-Americana de Estratégia; 2002: RIAE v1n1; 65-68Revista Ibero-Americana de Estratégia; 2002: RIAE v1n1; 65-682176-0756reponame:Revista Ibero Americana de Estratégia - RIAEinstname:Revista Ibero-Americana de Estratégia (RIAE)instacron:RIEOEIporhttps://periodicos.uninove.br/riae/article/view/12959/6414Copyright (c) 2019 Iberoamerican Journal of Strategic Managementinfo:eu-repo/semantics/openAccessVasques, Mônica Heloísa Braga2019-12-03T11:44:51Zoai:https://periodicos.uninove.br:article/12959Revistahttps://periodicos.uninove.br/riaePRIhttps://periodicos.uninove.br/riae/oai||bennycosta@yahoo.com.br2176-07562176-0756opendoar:2019-12-03T11:44:51Revista Ibero Americana de Estratégia - RIAE - Revista Ibero-Americana de Estratégia (RIAE)false |
dc.title.none.fl_str_mv |
Mass Customization: more technology, less publicity and customer satisfaction Customização de massa: mais tecnologia, menos propaganda e satisfação do cliente |
title |
Mass Customization: more technology, less publicity and customer satisfaction |
spellingShingle |
Mass Customization: more technology, less publicity and customer satisfaction Vasques, Mônica Heloísa Braga mass customization; flexibility; postponement; technology; standardization. customização de massa; flexibilidade; adiamento; tecnologia; padronização. |
title_short |
Mass Customization: more technology, less publicity and customer satisfaction |
title_full |
Mass Customization: more technology, less publicity and customer satisfaction |
title_fullStr |
Mass Customization: more technology, less publicity and customer satisfaction |
title_full_unstemmed |
Mass Customization: more technology, less publicity and customer satisfaction |
title_sort |
Mass Customization: more technology, less publicity and customer satisfaction |
author |
Vasques, Mônica Heloísa Braga |
author_facet |
Vasques, Mônica Heloísa Braga |
author_role |
author |
dc.contributor.author.fl_str_mv |
Vasques, Mônica Heloísa Braga |
dc.subject.por.fl_str_mv |
mass customization; flexibility; postponement; technology; standardization. customização de massa; flexibilidade; adiamento; tecnologia; padronização. |
topic |
mass customization; flexibility; postponement; technology; standardization. customização de massa; flexibilidade; adiamento; tecnologia; padronização. |
description |
This article refers to mass customization as an individual marketing strategy, centered on costumer's order, by means of technology, emphasizing the sensibility, the flexibility and the elasticity. Such an approach is based on the mass customization advantages and its principles of flexibility: the postponement, the resenquencing and the process standardization. Moreover, the article refers to the Hewlett-Packard, (PCs) success, due to its power of integrating the designs of products, processes and supply network. We can, thus, think about the end of the advertisement. So, the old message: “Buy it now!” is not worthwhile anymore. The intelligence, nowadays, by means of technology, creates a "fatal", customized relationship with each customer. And it sells much more. |
publishDate |
2007 |
dc.date.none.fl_str_mv |
2007-11-29 |
dc.type.none.fl_str_mv |
|
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/riae/article/view/12959 10.5585/ijsm.v1i1.15 |
url |
https://periodicos.uninove.br/riae/article/view/12959 |
identifier_str_mv |
10.5585/ijsm.v1i1.15 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/riae/article/view/12959/6414 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Iberoamerican Journal of Strategic Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Iberoamerican Journal of Strategic Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - UNINOVE |
publisher.none.fl_str_mv |
Universidade Nove de Julho - UNINOVE |
dc.source.none.fl_str_mv |
Revista Ibero-Americana de Estratégia; 2002: RIAE v1n1; 65-68 Revista Ibero-Americana de Estratégia; 2002: RIAE v1n1; 65-68 2176-0756 reponame:Revista Ibero Americana de Estratégia - RIAE instname:Revista Ibero-Americana de Estratégia (RIAE) instacron:RIEOEI |
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Revista Ibero-Americana de Estratégia (RIAE) |
instacron_str |
RIEOEI |
institution |
RIEOEI |
reponame_str |
Revista Ibero Americana de Estratégia - RIAE |
collection |
Revista Ibero Americana de Estratégia - RIAE |
repository.name.fl_str_mv |
Revista Ibero Americana de Estratégia - RIAE - Revista Ibero-Americana de Estratégia (RIAE) |
repository.mail.fl_str_mv |
||bennycosta@yahoo.com.br |
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