The Configured Society Seiji ENDO Abstract Customization has existed for years. Currently, however, Customization is a different concept from what it was in the past. The Customization system has been improved not only by the involvement of countless courageous innovators, but also by improvements in information technologies. Consequently, business activities and our daily lives have been drastically altered by the system. At the same time, Customization comprises several critical issues, such as choice conflicts and the complicated relationships with various partners, including the final consumers. The purpose of this paper is to discuss previous research and outline directions for future research. Customization Mass Customization Davis Mass ProductionCraft Production i.e., Customization Mass Customization MC
MC Co-creation Personalization Dyadic i.e., Goods and Services Marketing Kotler, ; Peppers and Rogers, ; Shaffer and Zhang, Lean Production Mass Production Womack, Jones, and Roos, e.g., KEIRETU, KANBAN, and Just- In-Time Internal Customers Westbrook and Williamson, Lean Production Mass Production Lean Production Production Mass CustomizationMC Lean Production e.g., Electronic Data Interchange: EDI e.g., Simonson, ; Ansari and Mela, Information Technology IT MC Internal Customers External Customers : B-to-B IT MC Craft Production CustomizationiCustomization Internet Customization ecustomization Electronic Customization MC e.g., Dell Computer Corporation IT e.g., complexity, choice, and value
MC Timbuk Timbuk Rob Honeycutt Just-In-Time JIT IT MC San Francisco, CA, USA cf., Timbuk.com Timbuk San Francisco MC Customization Huffman and Kahn, ; Dellaert and Stremersch, ; Dellaert and Dabholkar, ; Endo and Kincade, ; Hildebrand, Häubl, and Herrmann, Customization Customization Customization Managerial Directions Customization ~ ~, ~ Table Standardization Customization Integration Choice Customization Extraction Period: Mass Customization from Mass Production Customization IT
Table Customization Research IT Information, Communication, Mobile, Networking technologies Rust and Huang, Craft Production Customization Craft Production Customization Customization IT e.g., Visual technology CAD Computer Aided Design EDI Electronic Data Exchange GPS Global Positioning System Customization MC
Extraction Period MC Standardization e.g., Davis, ; Kotler, ; Peppers and Rogers, ; Silveira, Borenstein, and Fogliatto, Swaminathan, Pre-Extraction Period Mass Customization MC e.g., Amazon.com Business-to-Business B-to-B MC EDI Electronic Data Exchange Transportation Data Coordinating Committee Wal-Mart EDI e.g., The Procter & Gamble CPFR Collaborative Planning, Forecasting & Replenishment Walton and Huey, Wal-Mart EDI Lean Production JIT EDI
Sanders, MC MC Mass Production Craftsmanship Production MC Lean Production IT Craftsmanship production Extraction Period Pre-Extraction Period Mass Customization MC i.e., Extraction MC Duray Tseng Davis Kotler Nakajima, ; Kotha, Michael Dell Timbuk Levi Strauss & Co Silveira, Borenstein, and Fogliatto, MC Comparison Period: Standardization vs. Customization Extraction Period Comparison Period Customization Standardization
Customization Silveira, Borenstein, and Fogliatto, IT MC Business-to- Business B-to-B Business-to-Consumer B-to-C MC MC Timbuk Nikeid Timbuk Nikeid MC Piller, Standardization MC MC Mass Customization, Personalization, and Customer Co-Creation MCPC Hong Kong University of Science and Technology Choice Navigation, Product Modeling, Manufacturing Systems for MCPC, Open Innovation Duray MC MC e.g., Huffman and Kahn, ; Dellaert and Stremersch, ; Endo and Kincade, ; Dellaert, Donkers, and Soest, Simonson MC Figure e.g., Nike.com and Nikeid.com Customization Standardization Customization Standardization Standardization Customization
Figure An Overview of the Single Process Source: Simonson i.e, tangible goods i.e, intangible goods Customization Consumer-to-Consumer Lego.com Zazzle.com Standardization Customization Standardization Integration Period: Standardization and Customization Customization Standardization Zazzle.com Customization Customization Standardization Nikeid.com Nike
Figure An Overview of the Integrated Process Apple.com Talk to a Specialist Customization Standardization Customization Customization Standardization Choice Customization Standardization Bharadwaj, Naylor, and Hofstede, ; Endo and Ono, ; Hildebrand, Häubl, and Herrmann, ; Zhu and Ratner, Simonson Figure Figure
Customization Standardization Customization Standardization General Discussion Customization Customization Customization Directions for Future Research on Customization Choice conflicts Choice Standardization Bettman, James, and Park, ; Simonson and Tversky ; Iyengar and Lepper, ; Chernev, Zhu and Ratner, Product Assortment Mass Confusion Customization Product Attribute i.e., Product Assortment i.e., Product Attribute Assortment Attribute Customization Huffman and Kahn ; Zipkin ; Kumar, Dellaert and Stremersch, ; Hildebrand, Häubl, and Herrmann, Customization Standardization Ono, Endo, and Nakagawa, Big Data Rust and Huang, Customization Standardization Endo and Ono, Customization Customization Standardization
Qualitative Research for the Customized shopping behavior Customization One-to- One Marketing Customer Relationship Management Customization Endo and Kincade, Customization Endo, Yang, and Park, Black box Customization Customization for the Japanese market Customization Customization Kotha, Customization Customization Levi Strauss & Co. San Francisco, CA New York City, NY New York City Timbuk IT Customization
Customization cf., Flynn and Vencat, e.g., Newbalance.jp vs. Newbalance.com and japan.keds.com vs. Keds.com Customization Customization Customization Managerial Directions Tyranny of Choice Schwartz, Customization Dyadic i.e., Goods and Services Ono and Endo, Customization Customization Customization Paradox
Customization Customization Note Customization i.e., Goods and Services Mass Production Customization Craft Production Customization Mass Customization MC CustomizationMC CustomizationMC. MC Standardization Customization Standardization Mass Production Customization Craft Production Mass Customization Customization Lean Production Just-In-Time JIT Kanban Toyota Production System TPS TPS TPS Lean Production Ansari, A. and Mela, C. F., E-customization, Journal of Marketing Research,,. Bettman, J. R. and Park, C. W., Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis, Journal of Consumer Research,, -. Bharadwaj, N, Naylor, R. W., and Hofstede, F., Consumer response to and choice of customized versus standardized systems, International Journal of Research in Marketing,, - Chen, Y., Narasimhan, C., and Zhang, J., Individual marketing with imperfect targetability, Marketing Science,,.
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