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James H. Gilmore - Markets of One: Creating Customer-Unique Value through Mass Customization

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What does it mean to dell? This newly coined business verb means to mass-customize, making products only in response to actual demand. This allows a product to go direct to a customer, and its what Dell Computer does instead of forcing mass-produced computers on its customers. And Dells not alone. As Editors Jim Gilmore and Joe Pine point out in their introduction to Markets of One, mass customization is a trend that has caught on among consumer and business-to-business companies alike - think of Levis jeans, Aramarks hospital services, Select Comfort mattresses, and Peapod or Streamline grocery delivery, to name a few.Companies customize their offerings to meet the unique needs of individual customers so that nearly everyone can obtain exactly what they want at a reasonable price. Its a paradigm shift away from the one-size-fits-all way managers have thought about markets over the past century- today, every individual customer is a market of one. This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one - in other words, from creating standardized value through mass production to creating customer-unique value through mass customization.The book examines many of the resulting changes in approach to strategy and operations - for example, moving from pushing products to fulfilling individual needs, from focusing solely on market share to measuring customer share, and from marketing to the masses to cultivating learning relationships with each customer. Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one. This is a Harvard Business Review book.

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title Markets of One Creating Customer-unique Value Through Mass - photo 1

title:Markets of One : Creating Customer-unique Value Through Mass Customization Harvard Business Review Book Series
author:Gilmore, James H.
publisher:Harvard Business School Press
isbn10 | asin:1578512387
print isbn13:9781578512386
ebook isbn13:9780585212876
language:English
subjectFlexible manufacturing systems, Product management, Relationship marketing.
publication date:2000
lcc:TS155.65.M37 2000eb
ddc:670.42/7
subject:Flexible manufacturing systems, Product management, Relationship marketing.
Page i
Markets of One
Page ii
The Harvard Business Review Book Series
Designing and Managing Your Career, Edited by Harry Levinson
Ethics in Practice, Edited with an Introduction by Kenneth R. Andrews
Managing Projects and Programs, With a Preface by Norman R. Augustine
Manage People, Not Personnel, With a Preface by Victor H. Vroom
Revolution in Real Time, With a Preface by William G. McGowan
Strategy, Edited with an Introduction by Cynthia A. Montgomery and Michael E. Porter
Leaders on Leadership, Edited with a Preface by Warren Bennis
Seeking Customers, Edited with an Introduction by Benson P. Shapiro and John J. Sviokla
Keeping Customers, Edited with an Introduction by John J. Sviokla and Benson P. Shapiro
The Learning Imperative, Edited with an Introduction by Robert Howard
The Articulate Executive, With a Preface by Fernando Bartolom
Differences That Work, Edited with an Introduction by Mary C. Gentile
Reach for the Top, Edited with an Introduction by Nancy A. Nichols
Global Strategies, With a Preface by Percy Barnevik
Command Performance, With a Preface by John E. Martin
Manufacturing Renaissance, Edited with an Introduction by Gary P. Pisano and Robert H. Hayes
The Product Development Challenge, Edited with an Introduction by Kim B. Clark and Steven C. Wheelwright
The Evolving Global Economy, Edited with a Preface by Kenichi Ohmae
Managerial Excellence: McKinsey Award Winners from the HarvardBusiness Review, 1980-1994, Foreword by Rajat Gupta, Preface by Nan Stone
Fast Forward, Edited with an Introduction and Epilogue by James Champy and Nitin Nohria
First Person, Edited with an Introduction by Thomas Teal
The Quest for Loyalty, Edited with an Introduction by Frederick F. Reichheld, Foreword by Scott D. Cook
Seeing Differently, Edited with an Introduction by John Seely Brown
Rosabeth Moss Kanter on the Frontiers of Management, by Rosabeth Moss Kanter
Ultimate Rewards, Edited with an Introduction by Stephen Kerr
Peter Drucker on the Profession of Management, by Peter F. Drucker
On Competition, by Michael E. Porter
The Work of Teams, Edited with an Introduction by Jon R. Katzenbach
Delivering Results, Edited with an Introduction by Dave Ulrich
John P. Kotter on What Leaders Really Do, by John P. Kotter
Creating Value in the Network Economy, Edited with an Introduction by Don Tapscott
Managing in the New Economy, Edited with an Introduction by Joan Magretta
World View, Edited with an Introduction by Jeffrey E. Garten
Markets of One, Edited with an Introduction by James H. Gilmore and B. Joseph Pine II
Page iii
Markets of One
Creating Customer-Unique Value through Mass Customization
Edited with an Introduction by
James H. Gilmore and
B. Joseph Pine II
Page iv Disclaimer Some images in the original hardcopy book are not - photo 2
Page iv
Disclaimer:
Some images in the original hardcopy book are not available for inclusion in the netLibrary eBook.
Copyright 1988, 1990, 1993, 1995, 1996, 1997, 1998, 1999, 2000 President
and Fellows of Harvard College.
All rights reserved.
Printed in the United States of America
04 03 02 01 00 5 4 3 2 1
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the copyright holder.
The Harvard Business Review articles in this collection are available as individual reprints. Discounts apply to quantity purchases. For information and ordering contact Customer Service, Harvard Business School Publishing, Boston, MA 02163. Telephone: (617) 783-7500 or (800) 988-0886, 8 A.M. to 6 P.M. Eastern Time, Monday through Friday. Fax: (617) 783-7555, 24 hours a day.
Library of Congress Cataloging-in-Publication Data
Markets of one : creating customer-unique value through mass
customization / edited with an introduction by James H. Gilmore and
B. Joseph Pine II.
p. cm. - (A Harvard business review book)
Includes index.
ISBN 1-57851-238-7 (alk. paper)
1. Flexible manufacturing systems. 2. Product management.
3. Relationship marketing. I. Gilmore, James H., 1959- . II. Pine, B.
Joseph. III. Series: Harvard business review book series.
TS155.65.M37 2000 99-32967
670.42 '7dc21 CIP
The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48-1992.
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