Abstract
This experiment explores the cultural-bound actions in mass customization by examining German and Chinese participants regarding their mass customization decisions. Participants were invited to an experiment where they customized chocolate on different mass customization stages. They had to evaluate and determine their willingness-to-pay for each chocolate with the BDM method.
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© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Wabia, C. (2020). Cultural-bound actions in mass customization – experiment. In: The Cultural Influence on Mass Customization. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-31015-8_6
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DOI: https://doi.org/10.1007/978-3-658-31015-8_6
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-31014-1
Online ISBN: 978-3-658-31015-8
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