Wpływ kultur narodowych na postrzeganie wartości masowej kastomizacji przez klientów

• Autorzy: Maria Roszkowska-Menkes

Warianty tytułu

The Influence of National Cultures on the Perceived Value of Mass Customization

• Języki publikacji: PL

Abstrakty

Celem niniejszego artykułu jest prezentacja modelu koncepcyjnego analizującego wartość masowej kastomizacji dla klienta z perspektywy specyfiki kultur narodowych. W szczególności, odwołując się do wymiarów wartości kulturowych Hofstedego, zaproponowany model wyjaśnia różnice w postrzeganiu przez konsumentów korzyści i kosztów masowej kastomizacji. Zaprezentowane w opracowaniu rozważania odpowiadają na potrzebę lepszego zrozumienia czynników sukcesu masowej kastomizacji, a wyniki analizy pozwalają na sformułowanie praktycznych wskazówek dotyczących tworzenia i implementacji strategii opartej na tej koncepcji.(abstrakt oryginalny)

EN

The purpose of this paper is to present a conceptual model that analyzes the value of mass customization for a client from the perspective of the specificity of national cultures. In particular, referring to the dimensions of Hofstede's cultural values, the proposed model explains the differences in consumer perception of the benefits and costs of mass customization. The considerations presented in the study respond to the need for better understanding of the mass customization's success factors. The results of the analysis allow to formulate practical guidelines for the creation and implementation of a strategy based on the mass customization concept.(original abstract)

Słowa kluczowe

PL

Masowa indywidualizacja; Strategia masowej indywidualizacji; Wartość dla klienta; Kultura narodowa

EN

Mass customization; Mass customization strategy; Value to customer; National culture

• Czasopismo: Studia Ekonomiczne / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2018
• Numer: nr 359
• Strony: 83--103

Twórcy

autor

Maria Roszkowska-Menkes

• Szkoła Główna Handlowa w Warszawie

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