This chapter introduces the theoretical underpinning for the present empirical study. Recently, customer co-design has been intensively investigated in the online mass customization context. Müller (2007) argues that this development is strongly related to the potential and the diffusion of the internet, which enhances product individualization through online media and direct customer integration. Moreover, providers argue that the online context allows to decrease the costs of the transaction to be decreased and efficient processes of co-design to be built.
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