Netnography i.e. the systematic observation and analysis of online communities to generate insights for an innovation process, has been established as a method of user innovation in consumer goods industries. In this study we apply this technique for the first time in the context of a complex,...

This proceedings volume presents the latest research from the worldwide mass customization & personalization (MCP) community bringing together new thoughts and results from various disciplines within the field. The chapters are based on papers from the MCPC 2017. The book showcases research and...

The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for mass producers. But while the general phenomenon of mass customization gains more and more attention not only with regard to heterogeneous customers but also within research,...