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Essay / Research Paper Abstract
A paper which looks at mass customisation and personalisation; smart environments and smart mobs, and the differences between emergence and prototyping. Bibliography lists four sources
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4 pages (~225 words per page)
File: JL5_JLmasscus.rtf
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Unformatted sample text from the term paper:
can be defined in a number of ways with regard to innovation, marketing and manufacture. He cites Daviss 1987 definition, as a process by which "the same large number of
customers can be reached as in mass markets of the industrial economy and simultaneously can be treated individually". One could assert, therefore, that mass customisation has the aim of meeting
the specific needs of individual customers, but with the same level of efficiency as is offered by mass production.
As Piller states, this implies that the manufacturer must identify customer needs in the first instance, and then fulfil them with a degree
of speed and efficiency which equals that of mass marketing. However, he also points out that because a customised product may fit individual needs better than even the best standard
model on the market, customers are often happy to pay a considerable premium for the service. There is a difference, though, between customisation and personalisation. The former refers to changing
or modifying existing models according to customer requirements, whereas the latter involves a much closer interaction between the customer and the supplier. One first uses the customer profile to select
relevant information about the customers needs, then matches available information or products against those needs.
As Piller points out, personalisation is becoming increasingly important in terms of Web applications, where information services can be matched exactly to user requirements. Although the end result
is similar in both cases, customisation relies on adapting a product to the customers wishes, whereas personalisation looks at the customers wishes first, as deduced from the customer profile, and
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