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

Abstract

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.  

Keywords

• Industry 4.0,customization,personalization,automotive industry

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