This article critiques the prevailing mass customization model that relies on a one-to-one relationship between the customer and supplier for customized products, proposing instead the use of online communities for collaborative customer co-design to mitigate the issue of "mass confusion." Through six case studies following an empirical management research strategy, it demonstrates how collaborative co-design in online communities can address uncertainties and risks customers face, challenging traditional mass customization approaches and suggesting a shift towards a more collaborative, community-based model.
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Piller, Frank, et al. "Overcoming mass confusion: Collaborative customer co-design in online communities." Journal of Computer-Mediated Communication 10.4 (2005): JCMC1042.
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