Tradition Meets Technology: Can Mass Customization Succeed in China?
Kun Song and Ann Marie Fiore
This study examined Chinese consumers’ responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western markets.
Tradition Meets Technology: Can Mass Customization Succeed in China?
Kun SongAdvertising Research Foundation
Ann Marie FioreIowa State University
INTRODUCTION
The marketing process is concerned with determining the needs and wants of target markets and satisfying...
