This thesis empirically proofs a cultural influence on mass customization the personalization of mass products towards individual tastes - a topic of increasing importance in today's international markets. Based on quantitative research, the author observes differences in preferences among German and Chinese participants for varying product groups and mass customization stages. Contrasts in willingnesstopay for masscustomized goods are explored and the investigated cultural influence is attributed to specific cultural dimensions.

Autorentext

Carolin Wabia studied International Management at Tilburg University. She received her Doctor of Economics from Clausthal University of Technology where she currently works as a scientific employee at the Institute of Management and Economics.
   

Inhalt
Theoretical Background on Mass Customization Research.- Fundamentals of Culture Research.- Cultural Influence on Consumer Behavior Under Mass Customization.- Culturalbound Interest in Mass Customization survey.- CulturalBound Actions in Mass Customization experiment.