Summary and Discussion

Abstract

This thesis investigates processes of customer co-design in the mass customization industry to help companies to increase value perceptions and thus profits. The overall objective was to gain a deeper understanding of how various digital media and service channels impact customers’ perceived value. The present chapter summarizes part I to VI of this thesis and discusses the overall findings. Chapter 2 derives implications for the management of customer co-design in the mass customization industry. These implications are based upon the findings gained across the empirical studies and therefore deliver a holistic perspective on the entire research efforts. Finally, chapter 3 identifies and details avenues for further research.