Article ID: | iaor2001123 |
Country: | Netherlands |
Volume: | 21 |
Issue: | 3 |
Start Page Number: | 199 |
End Page Number: | 214 |
Publication Date: | Nov 1997 |
Journal: | Decision Support Systems |
Authors: | Fulkerson Bill |
Keywords: | marketing |
Companies can no longer capture market share and gain higher profits by producing large volumes of a standard product for a mass market. Success requires adopting methods in the customer acquisition and order fulfilment processes to manage anticipated change with precision while providing a fast and flexible respond to unanticipated change. This paper describes how technology such as genetic algorithms and autonomous agents can be used to enable a mass customization strategy to respond to this challenge.