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Mass Customization. Potenziale und Herausforderungen einer Individualisierung der Leistungserstellung

Mass Customization. Potenziale und Herausforderungen einer Individualisierung der Leistungserstellung

          
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About the Book

Diplomarbeit aus dem Jahr 2004 im Fachbereich BWL - Beschaffung, Produktion, Logistik, Note: 1,0, Hochschule für Technik und Wirtschaft Berlin, Sprache: Deutsch, Abstract: Unternehmen sehen sich heute veränderten Marktanforderungen und verschärften Wettbewerbsbedingungen gegenüber. Die Gründe sind im Wesentlichen im Zusammentreffen von gesteigertem Wettbewerbsdruck, Technologiefortschritt, dem Wandel zur Informationsgesellschaft, verändertem Käuferverhalten und einer zunehmenden Individualisierung des Konsums zu suchen. Diese Entwicklungen stärken nachhaltig die Position des Käufers und lassen den Kundennutzen zu einem entscheidenden Faktor für den Markterfolg eines Unternehmens werden. Daher stehen diese vor der Herausforderung eine Antwort auf die Individualisierung der Nachfrage trotz wachsendem Preisdruck zu finden. Mass Customization, die als Konkretisierung einer neuen Form unternehmerischer Wertschöpfung gilt, stellt in diesem Zusammenhang ein Lösungskonzept vor, um auf die neuen Rahmenbedingungen und Ansprüche im Wettbewerb zu reagieren. Die Prinzipien von Mass Customization erlauben es, jedem Kunden das Produkt bereitzustellen, das er sich wünscht, zu einem Preis der dem eines vergleichbaren massenhaften Standardprodukts entspricht. Gegenstand der Arbeit ist hauptsächlich die theoretische und praktische Auseinandersetzung mit der kundenindividuellen Massenproduktion materieller Leistungen, im Folgenden als Mass Customization bezeichnet. Ein kundenindividuelles Beziehungsmanagement (One-to-One Marketing) stellt gleichermaßen eine Ergänzung und Grundlage für Mass Customization dar. Die Individualisierung der Kommunikation mit den Abnehmern im Sinne eines One-to-One-Marketings wird jedoch nur begrenzt betrachtet, da sowohl im Business- to-Business (B-to-B) als auch im Business-to-Consumer (B-to-C) Markt die Kunden nicht an einer individuellen Beziehung zum Anbieter, sondern an individuellen Problemlösungen interessiert sind.1 Trotzdem sollte ein Mass Customiz


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Product Details
  • ISBN-13: 9783656645207
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3656645205
  • Publisher Date: 06 May 2014
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 131 gr


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Mass Customization. Potenziale und Herausforderungen einer Individualisierung der Leistungserstellung
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