Customer Integration in Product Design via Mass Customization Toolkits. A field experiment

Abstract

Toolkits for user innovation is one of the ways that customers can be involved in corporate innovation process. The most common type of user innovation toolkits is the Mass Customization Toolkits, an online interface where users customize the offering product according to their wants. Demand for customized products is the cornerstone for the successful adoption of such strategy. Previous studies have provided evidence of demand increase for mass-customized products in different product categories. This thesis is the first to study whether demand increases for mass customized cosmetics in comparison to mass-produced ones. Additionally, this paper is the first to research whether customization of packaging can yield similar positive effect on demand. In order to provide valid evidence on these issues, a field experiment was held at APIVITA Experience Store complimented with a survey-based hypothesis. Initial interviews were conducted in order to assure valid operationalization. The results provide evidence that the so-called codesign process value is adequate to increase demand for mass-customized cosmetics. The current study also shows increase in demand for customized packages. Further research shall be done on demand increase for mass customized cosmetics driven by the mass-customized product value and driven by both values collectively (mass-customized & codesign process values). Finally, an issue for further research is the packaging customization in an experimental study.