Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation

Volume: 26, Issue: 3, Pages: 309 - 320
Published: Feb 8, 2015
Abstract
Why does mass customization succeed in some East Asian markets but fail in others? Building on and extending prior work on uncertainty avoidance, this research suggests that providing mass customization in highly uncertainty-avoiding cultures can have negative consequences for consumers and companies, including longer configuration duration, lower conversion rates to actually purchase the customized product, and a reduced degree of sharing one’s...
Paper Details
Title
Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation
Published Date
Feb 8, 2015
Volume
26
Issue
3
Pages
309 - 320
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