[Translate to English:]

New E&I publication in Star Journal: Research on leveraging uniqueness in mass customization


Assistant Prof. Franziska Krause, former PhD candidate at E&I, and her co-authors (among them Univ.-Prof. Dr. Nikolaus Franke, Chair and Professor of Entrepreneurship and Innovation, and Ilse-Maria Klanner, former PhD candidate at E&I) published in the International Journal of Research in Marketing.

The published article addresses one-of-a-kind products created by consumers in mass customization settings. It examines how firms might leverage such strict product uniqueness to enhance consumer value. Observations from five experiments, including a large-scale field experiment, show that feedback messages that inform consumers that the product they have configured is one of a kind can cause a substantial increase in consumers' product validation. This value-enhancing effect of one-of-a-kind feedback specifically occurs in product domains that are primarily matters of subjective taste. By contrast, such feedback tends to reduce consumers’ product valuation in domains that are primarily matters of objective quality.

The International Journal of Research in Marketing is listed as a WU Star Journal, thus, it is one of the highest possible outlets to publish research.

F. Krause, J. Görgen, E. de Bellis, N. Franke, P. Burghartz, I-M. Klanner, G. Häubl, One-of-a-Kind Products: Leveraging Strict Uniqueness in Mass Customization, International Journal of Research in Marketing (2023), doi: https://doi.org/10.1016/j.ijresmar.2023.04.002

Back to overview