The Need for Personalisation

  • Paolo Coletti
  • Thomas Aichner
Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)


Mass customization finds its roots in the basic human needs. As soon as mankind, or at least a part of it, has found a way to satisfy the basic physical needs, the attention has been redirected towards personalizing products in order to improve the personal utility of a product and to show personal status and power. However, only with the use of mass production and assembly line technology for personalisation purposes made personalised products available to a growing number of customers for a reasonable price. It is possible to offer customization at different stages of the manufacturing process: distribution, assembly, fabrication or design. According to the stage where it is introduced, the result and the difficulties faced for the effective implementation vary. Therefore, companies adopt different business models with different scopes when starting to insert a mass customization strategy in their production and products' offer.


Personalization needs Hierarchy of needs History of personalization Mass customization strategies Products variety 


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Copyright information

© Paolo Coletti 2011

Authors and Affiliations

  1. 1.School of Economics and ManagementFree University of Bolzano BozenBolzanoItaly
  2. 2.San Genesio Atesino (BZ)Italy

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