Our sincere congratulations go to our colleague Dr. Stefan Thallmaier who has successfully defended his dissertation on Customer Co-Design: A Study in the Mass Customization Industry.
In his dissertation, Dr. Thallmaier investigates the relevant factors within the individualization process based on three empirical studies.
The main challenges of customisable products are shown in the first study: the client has to be able to identify the product as an customisable offer and understand the different options.
Within the customization process, it is necessary to promote the creativity and the motivation of the client.
Different Co-Design approaches in the current mass customization industry are shown in the second study.
In the last study, Dr. Thallmaier shows the crucial role of social presence, which supports the client within the co-design process significantly.

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