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Markets of One: Creating Customer-Unique Value through Mass Customization (Harvard Business Review Book Series) (Hardcover)

by James H. Gilmore (Author), B. Joseph Pine II (Author), B.J. Pine Illinois (Author) "We cannot build it yet ..." (more)

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Product details

Hardcover: 240 pages
Publisher: Harvard Business School Press (1 Feb 2000)
Language English
ISBN-10: 1578512387
ISBN-13: 978-1578512386
Product Dimensions: 23.4 x 15.4 x 2.2 cm

Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 430,558 in Books (See Bestsellers in Books)

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Product Description

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 it's what Dell Computer does instead of forcing mass-produced computers on its customers. And Dell's 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 Levi's jeans, Aramark's 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. It's 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. A Harvard Business Review Book

About the Author

James Gilmore and Joe Pine are co-founders of Strategic Horizons LLP of Aurora, Ohio, and authors of The Experience Economy: Work Is Theatre & Every Business a Stage (HBS Press, 1999).

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1 of 3 people found the following review helpful:

4.0 out of 5 stars worth reading !, 2 April 2001

By A Customer

As with most HBR compilations, "Markets of One", shows the strengths and weaknesses of the format; a collection of, in the main, well written and informative articles from authors of considerable academic pedigree but without the depth or references of full-blown papers.

A very enjoyable read if you don't have access to HBR itself.

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