FROM MASS CUSTOMIZATION TO PRODUCT PERSONALIZATION IN AUTOMOTIVE INDUSTRY: POTENTIALS OF INDUSTRY 4.0

Yıl 2017, Cilt: 4 Sayı: 3, 244 - 250, 30.09.2017

Inanc Kabasakal , Fatma Demircan Keskin Keti Ventura , Haluk Soyuer

https://doi.org/10.17261/Pressacademia.2017.486

Öz

Purpose- Industry 4.0
involves a paradigm shift in marketing management as well as operations
management. The recent literature identifies a transformation from mass
customization to mass personalization. The purpose of this study is to explore
the transformation addressing the Industry 4.0 concepts and recent progress in
the automotive industry.

Methodology-
This study is an exploratory research utilizing case study method.
Interviews were carried out with one of the leading automotive brands. Data
were analyzed through descriptive analysis.

Findings- The case
study identifies the product decisions with a focus on customization and
personalization themes. Customers’ involvement in design process is emphasized
as well as customer data for a more customer-oriented strategy. The findings
suggest that disruptive technologies provide a basis for mass-personalization
strategy.

Conclusion- Our case
study demonstrates that automotive industry is one of the leading industries
that prioritize customer preferences. The customization is achieved through
numerous options supported by generic architectures. Nevertheless, personalization
represents a higher degree of one-to-one marketing vision. Industry 4.0
contributes to such vision with emerging technologies that facilitate
collection and analysis of customer and provide more personalized experience.  

Anahtar Kelimeler

Industry 4.0, customization, personalization, automotive industry

Kaynakça

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