Customization and Personalization
The purpose of this special issue is to reexamine customization and personalization in marketing. Both customization and personalization are manufacturing techniques used by firms to provide their customers with products, services, and informative contents that match their individual needs. With a c...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2020-06-01
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| Series: | Maketingu Janaru |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.030/_html/-char/en |
| _version_ | 1811290808788189184 |
|---|---|
| author | Akinori Ono |
| author_facet | Akinori Ono |
| author_sort | Akinori Ono |
| collection | DOAJ |
| description | The purpose of this special issue is to reexamine customization and personalization in marketing. Both customization and personalization are manufacturing techniques used by firms to provide their customers with products, services, and informative contents that match their individual needs. With a customization/personalization system, firms gain a competitive advantage. A few decades ago, Japanese firms such as Panasonic and Toyota were world leaders in high-tech customization/personalization systems. However, in recent years, foreign firms seem to be conducting more skillful marketing with customization/personalization systems. Moreover, Japanese scholars have published fewer articles on customization/personalization than foreign scholars. In response to this situation, this special issue contains five invited refereed articles, in addition to seven other articles. |
| first_indexed | 2024-04-13T04:19:03Z |
| format | Article |
| id | doaj.art-f2c9a8fa0a644249a6d2c3336abdb6a7 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-13T04:19:03Z |
| publishDate | 2020-06-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-f2c9a8fa0a644249a6d2c3336abdb6a72022-12-22T03:02:53ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692020-06-014013510.7222/marketing.2020.030marketingCustomization and PersonalizationAkinori Ono0Senior Editor and Professor, Faculty of Business and Commerce, Keio University, JapanThe purpose of this special issue is to reexamine customization and personalization in marketing. Both customization and personalization are manufacturing techniques used by firms to provide their customers with products, services, and informative contents that match their individual needs. With a customization/personalization system, firms gain a competitive advantage. A few decades ago, Japanese firms such as Panasonic and Toyota were world leaders in high-tech customization/personalization systems. However, in recent years, foreign firms seem to be conducting more skillful marketing with customization/personalization systems. Moreover, Japanese scholars have published fewer articles on customization/personalization than foreign scholars. In response to this situation, this special issue contains five invited refereed articles, in addition to seven other articles.https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.030/_html/-char/en |
| spellingShingle | Akinori Ono Customization and Personalization Maketingu Janaru |
| title | Customization and Personalization |
| title_full | Customization and Personalization |
| title_fullStr | Customization and Personalization |
| title_full_unstemmed | Customization and Personalization |
| title_short | Customization and Personalization |
| title_sort | customization and personalization |
| url | https://www.jstage.jst.go.jp/article/marketing/40/1/40_2020.030/_html/-char/en |
| work_keys_str_mv | AT akinoriono customizationandpersonalization |