Kitlesel Bireyselleştirme Uygulama Yöntemleri

1990'lı yıllarda pazarlama literatürü kitlesel bireyselleştirme tartışmalarına şahit olmuştur. Kitlesel bireyselleştirme teorisi her bir müşteriye Özel ürünler üretilip sunulmasını savunmaktadır. Ancak ilgili literatürde bireyselleştirmenin hangi yaklaşımlar kullanılarak gerçekleştirilebileceği konusunda bir fikir birliği bulunduğunu söylemek oldukça zordur. Çoğunlukla aynı yaklaşım farklı yazarlar tarafından farklı bir terimle adlandırılmıştır. Bu makalenin amacı öncelikle kitlesel bireyselleştirme teorisini genel hatlarıyla tanıtıp daha sonra farklı isimlerle ortaya atılan ve uygulamada kullanılabilecek yaklaşımları ortak bir çati altinda toplayarak bu konuda bir birlik oluşturmaktır.

Mass-Customisation Methods

1990s marketing literature has evidenced the discussions of mass-customisation. The theory of mass-customisation argues to produce and deliver customized products for each individual customer. However, there is no consensus among writers in terms of terminology used to define ways to implement an effective mass-customisation strategy, but different scholars imply same approaches with different terms. The aim of this paper is to introduce the theory of mass-customisation. Then the paper endeavours to constitute a common ground for those approaches that can be used to implement an effective mass-customisation strategy.

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