A response to dynamic change in the market place

A response to dynamic change in the market place

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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:
Keywords: marketing
Abstract:

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.

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