Purpose – The aim of this paper is to gain a better understanding of how small technology start‐ups learn about a key customer in the context of B2B relationships, and to propose a model of interfirm learning with customers. Design/methodology/approach – Using a qualitative case‐based...

Purpose – To examine customers' readiness for mass‐customised products in two European countries, Turkey and the UK. Design/methodology/approach – Examines the demand side of the market and begins to explore whether mass‐customisation can be implemented as an international product...

This paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in recent years, the emphasis has been on identifying and classifying the ways in which mass customisation can be...