Mass Customization. Potenziale und Herausforderungen kundenindividueller Massenproduktion
Mass Customization. Potenziale und Herausforderungen kundenindividueller Massenproduktion

Mass Customization. Potenziale und Herausforderungen kundenindividueller Massenproduktion


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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Bremen (Lehrstuhl für ABWL, Produktionswirtschaft und Industriebetriebslehre), Sprache: Deutsch, Abstract: Durch moderne Informations- und Kommunikationstechnologien besteht heutzutage trotz oder gerade wegen eines starken Wettbewerbs die Möglichkeit Produkte und Leistungen verschiedener Unternehmen innerhalb kürzester Zeit miteinander zu vergleichen (Spaulding/Perry 2013, 2). Der hohe Preisdruck für Unternehmen stellt dabei eine große Herausforderung dar. Seit Ende des 20. Jahrhunderts nimmt außerdem die Heterogenisierung der Nachfrage kontinuierlich zu. Dies lässt sich vor allem auf soziodemographische Veränderungen, wie den steigenden Wohlstand zurückführen, mit dem der Wunsch nach Individualität wächst. Aber auch soziologische Gründe, wie zum Beispiel das Bedürfnis nach Neuheiten und Abwechslung, spielen eine Rolle (Piller 2006, 1-5 und 44). Der Trend geht also von der Massenproduktion wieder zurück zur Individualisierung, jedoch zu Preisen, die für jeden Kunden bezahlbar sind (Wirth 2009, o.S.). Diese veränderten Marktbedingungen zwingen Unternehmen dazu ihre strategische Ausrichtung zu überdenken, um sich von der Konkurrenz zu differenzieren und sich eine vorteilhafte Position im Wettbewerb zu verschaffen. An diesem Punkt knüpft das Konzept der Mass Customization an, das eine Möglichkeit darstellt, dem Kunden genau das Produkt bereitzustellen, welches seinen Vorstellungen entspricht und dies zu einem Preis, der etwa im Bereich des Preises eines vergleichbaren Standardproduktes liegt. So wird eine wettbewerbsstrategische Position eingenommen, die zugleich auf Differenzierungs- und Kostenvorteilen basiert und damit bisher geltende Strategiegrundsätze außer Kraft setzt. Dabei nimmt der Abnehmer entscheidend Einfluss auf die Gestaltung seines Produktes. Durch die vielfältigen Möglichkeiten des Internets wird dem Kunden die Möglichkeit eröffnet, sei


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Product Details
  • ISBN-13: 9783656855866
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 136 gr
  • ISBN-10: 3656855862
  • Publisher Date: 04 Dec 2014
  • Height: 210 mm
  • No of Pages: 58
  • Spine Width: 4 mm
  • Width: 148 mm


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Mass Customization. Potenziale und Herausforderungen kundenindividueller Massenproduktion
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