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Digitalization impact on transformations of mass customization concept: conceptual modelling of online customization frameworks
Type of publication
Straipsnis Web of Science duomenų bazėje / Article in Web of Science database (S1a)
Title
Digitalization impact on transformations of mass customization concept: conceptual modelling of online customization frameworks
Publisher (trusted)
Sumy State University |
Date Issued
2020
Extent
p. 120-132
Is part of
Marketing and management of innovations. Sumy : Sumy State University, 2020, iss. 3.
Field of Science
Abstract
This paper summarizes the main theoretical points within the scientific discussion on the issue of digitalization in Mass Customization concept and online Mass Customization frameworks. Origins of a stand-alone Mass Customization concept drawback to the second half of the 1990s, but major theoretical content changes and development have been identified in the last 2 decades. An intensive application of combined technology and management solutions, digital society and business transformations in the past decade has shifted the orientation of the concept to intangible products management, customer involvement and mutual value creation via frameworks in the online environment. The main purpose of the research is to reveal and present the role and impact of the digitalization sub-domain to the Mass Customization concept, its transition to the e-concept version and modelling of new combined online customization frameworks. The decision relevance of this scientific problem is multiple issues in transitions of practical organizations to the modern and mixed technological-management approach-based Mass Customization version as well as application limitations of existing online customization frameworks. The analysis of the research topic is carried out in the logical sequence. Firstly, the author presented the influence of the digitalization sub-domain to theoretical transformations of traditional Mass Customization concept. Then, a case study of the organizational transition to electronic Mass Customization and Personalization and online customization frameworks was conducted. Methodological tools and research methods used in the paper have been integrative literature review and narrative synthesis of qualitative findings of 53 articles, and a simplified Robinson conceptual modelling framework together with a c-tuple method for the simulation of new combined online customization frameworks. The research empirically confirms and theoretically proves that within last decade both practical and academic attention to sustainable and agile development of new, fully digital customized products and personalized services as well as flexible online customization frameworks and solutions significantly have increased. Furthermore, here the extent by 6 new online customization frameworks is offered next to 3 standard theoretical online customization frameworks, which became difficult to apply in the environment and preferences of modem e-business organizations and digital end-users. The results of the research can be useful for continuous scientific researches to test and validate 6 new online customization frameworks in a feedback loop part and evaluate the influence of these frameworks to a digital end-user behaviour, their role in frameworks and attitude aspects.
Type of document
type::text::journal::journal article::research article
ISSN (of the container)
2218-4511
2227-6718
WOS
000576279200009
eLABa
72849483
Coverage Spatial
Ukraina / Ukraine (UA)
Language
Anglų / English (en)
Bibliographic Details
60