Differentiation through customer involvement in production or delivery

Abstract

Seeks to expand managers′ awareness of the opportunities available for differentiating their products by increasing or decreasing the customer′s involvement in production or delivery. Presents a specific method for identifying opportunities for participation differentiation. Also seeks to clarify the managerial impacts that result from using customer involvement as a part of the production of delivery process.

Citation

Song, J.H. and Adams, C.R. (1993), "Differentiation through customer involvement in production or delivery", Journal of Consumer Marketing, Vol. 10 No. 2, pp. 4-12. https://doi.org/10.1108/07363769310039085