Mass Personalization: Strategischer Einsatz und Trends/Online survey on the state of personalization in the DACH region

Mais, Franziska; Gross, Erwin; Gramberg, Till; Schrader, Peter; Nebauer, Stephan; Storz, Axel; Wolperdinger, Markus; Hildebrandt, Nadja; Krieg, Sabine; Briem, Ann-Kathrin; Dangelmaier, Manfred; Ulmer, Janina

doi:10.37544/1436-4980-2023-11-12-67

2023

DOI: 10.37544/1436-4980-2023-11-12-67

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Mass Personalization: Strategischer Einsatz und Trends/Online survey on the state of personalization in the DACH region

Franziska Mais,

Erwin Gross,

Till Gramberg

et al.

Abstract: Die zunehmende Individualisierung von Produkten stellt Unternehmen vor Herausforderungen. Die Online-Umfrage des Leistungszentrums Mass Personalization in Stuttgart zeigt, dass Personalisierung als Differenzierungsstrategie von Unternehmen genutzt wird, um Kunden maßgeschneiderte Produkte anzubieten und Wettbewerbsvorteile zu erzielen. Dieser Beitrag gibt einen Überblick über aktuelle Trends der Personalisierung.

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Mass Personalization: Strategischer Einsatz und Trends/Online survey on the state of personalization in the DACH region

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