Markets of One: Creating Customer-Unique Value through Mass Customization (A Harvard Business Review

Markets of One: Creating Customer-Unique Value through Mass Customization (A Harvard Business Review
By Publish
2003-03-12

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Chronicles the evolution of business competition.

This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one-in other words, from creating standardized value through mass production to creating customer-unique value through mass customization. The book examines many of the resulting changes in approach to strategy and operations-for example, moving from pushing products to fulfilling individual needs, from focusing solely on market share to measuring customer share, and from marketing to the masses to cultivating learning relationships with each customer. Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one.
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