Co-creating customization: collaborating with customers to deliver individualized value. Issue 3 (15th May 2017)

• Record Type: Journal Article
• Authors: Loef, Jordi; Pine II, B. Joseph; Robben, Henry
• Is Part Of: Strategy and leadership. Volume 45:Issue 3(2017)
• Page Start: 10
• Page End: 15
• Publication Date: 2017-05-15
• Subjects: Mass customization -- Individualized customer choice -- Innovation co-creation with customers -- Personalized collaboration; Industrial management -- Periodicals; Strategic planning -- Periodicals; 658.4012
• DOI: 10.1108/SL-03-2017-0028
• Languages: English
• ISSNs: 1087-8572

Abstract

Abstract : Purpose: The article introduces practitioners to the concept and process of co-creating customization with buyers. Design/methodology/approach: This article offers a process and a model that mass market companies can use to take a scalable approach to involving customers in offering development, delivery and use. Findings: Companies that co-create customization in a truly collaborative process enjoy significantly more sustainable competitive advantages. Practical implications: For the company, co-creating leads to better offerings – including new capabilities that can be used with different customers in differing combinations – and also a more complete and clear picture of what its customers want. Originality/value: The article introduces the co-creation customization model and nine strategies practitioners can use to provide individualized customer value.