Conformity and the Crowd

Item Type Journal paper

Over the past decade, companies have begun using online ordering capabilities to develop a powerful marketing tool-"mass customization" systems that let customers design their own products. For example, Nike, Lego, Threadless, Porsche, and Ford all give consumers the ability to choose colors and other options. Research shows that consumers value self-created products more than ready-made ones. (As a result, some companies charge more for do-it-yourself, or DIY, designs.) Companies have recently started encouraging consumers to use social media to "share" prototypes of their self-designed products with friends before finalizing their choices.

Our research examines the effects of social media sharing on mass customization. How does feedback affect a consumer's design choices? How does it affect his or her satisfaction with the end product?

Authors Hildebrand, Christian; Häubl, Gerald; Herrmann, Andreas & Landwehr, Jan R.
Journal or Publication Title Harvard Business Review
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date July 2013
Publisher Harvard Business School
Place of Publication Boston, Mass.
Volume 2013
Number 4
Page Range 23-24
Number of Pages 2
ISSN 0017-8012
Depositing User Prof. Dr. Emanuel de Bellis
Date Deposited 20 Nov 2013 10:26
Last Modified 23 Aug 2016 11:17


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Hildebrand, Christian; Häubl, Gerald; Herrmann, Andreas & Landwehr, Jan R. (2013) Conformity and the Crowd. Harvard Business Review, 2013 (4). 23-24. ISSN 0017-8012

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