Markets of One

Creating Customer-unique Value Through Mass Customization

B. Joseph Pine II, B. Joseph Pine II

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English

Harvard Business Review Press
01 February 2000

Economics; Production & quality control management; Sales & marketing

Series: Harvard Business Review Book Series

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

By: B. Joseph Pine II, B. Joseph Pine II
Imprint: Harvard Business Review Press
Country of Publication: United States
Dimensions: Height: 243mm, Width: 157mm, Spine: 25mm
Weight: 521g
ISBN: 9781578512386
ISBN 10: 1578512387
Series: Harvard Business Review Book Series
Pages: 240
Publication Date: 01 February 2000
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

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).

Reviews for Markets of One: Creating Customer-unique Value Through Mass Customization

A collection of Harvard Business Review articles focusing on how successful companies mass customise their products to build their businesses. Contributors include Peter Drucker on the emerging theory of manufacturing, Regis McKenna on marketing in an age of diversity, Don Peppers and Martha Rogers on whether your company is ready for one-to-one marketing, George Stalk on breakaway growth, Carl Shapiro on versioning, and James Gilmore and Joseph Pine on the four faces of mass customisation. (Kirkus UK)