What determines firms' intention to postpone product differentiation?
What determines firms' intention to postpone product differentiation?
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DOI：
10.1080/1046669x.2019.1658012
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发表时间：
2018-10-02
影响因子：
0.7
通讯作者：
Kubo, Tomokazu
中科院分区：
文献类型：
--
作者：
Ono, Akinori;Kubo, Tomokazu
在今天的日本，越来越多的企业开始采用推迟产品差异化，以提供大规模定制产品。大规模定制可以在满足消费者个性化需求方面带来竞争优势。我们提出了一个因果模型来描述为什么以及如何日本分销商决定推迟产品差异化和供应大规模定制产品。该模型进行了实证检验的结构方程模型与日本汽车经销商的数据集，谁采用了高度先进的大规模定制系统，是世界领先的这种做法。研究结果表明，两个环境因素，不确定性和创新，影响企业的预期，他们的客户购买大规模定制产品的意图，反过来，企业的决定，推迟产品差异化，有利于大规模定制。由于不确定性的增加和创新形式的不断发展，大规模定制在未来具有很大的增长潜力。
In present-day Japan, more firms are beginning to apply postponed product differentiation in favor of providing mass-customized products. Mass customization can lead to competitive advantages in satisfying consumers' individual needs. We propose a causal model to describe why and how Japanese distributors decide to postpone product differentiation and supply mass-customized products. The model was empirically tested by structural equation modeling with a dataset from Japanese automobile dealers, who have employed highly advanced mass customization systems and are world leaders in this practice. The results show that two environmental factors, uncertainty and innovation, affect firms' expectations of their customers' intentions to purchase mass-customized products and, in turn, firms' decisions regarding postponing product differentiation in favor of mass customization. Mass customization has a high potential for growth in the future due to increasing levels of uncertainty and evolving forms of innovation.