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Markets of One: Creating Customer-Unique Value through Mass Customization
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Markets of One: Creating Customer-Unique Value through Mass Customization
Senteo’s Review 
This book is actually a compilation of some of the best works on the subject of Mass Customization from 10 Harvard Business Review articles. The authors of Mass Customization and The Experience Economy, some of the best books written on the subjects, provide a forward to this volume along with executive summaries of key points from the articles.
The articles include:
- The Emerging Theory of Manufacturing, Peter F. Drucker
- Marketing in an Age of Diversity, Regis McKenna
- Managing in an Age of Modularity, Carliss Baldwin and Kim Clark
- Do you Want to Keep Your Customers Forever?, Joseph Pine, Don Peppers and Martha Rogers
- Is Your Company Ready for One-to-One Marketing?, Don Peppers, Martha Rogers and Bob Dorf
- Breaking Compromises, Breakaway Growth, George Stalk , David Pecaut and Benjamin Burnett
- The Four Faces of Mass Customization, James Gilmore and Joseph Pine
- Versioning: The Smart Way to Sell Information, Carl Shapiro and Hal Varian
- Making Mass Customization Work, Joseph Pine, Bart Victor and Andrew Boynton
- Managing by Wire, Stephan Haeckel and Richard Nolan
Seminal works on the subject from some of the most important minds of our time. For anyone interested in the subject of mass customization, this is essential reading.
If interested in the individual authors or subjects, these articles can be found separately as opposed to purchasing a book. The articles are somewhat dated, however still highly relevant.
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.
This is more of a reference book and historical perspective on the evolution of mass customization. The cases presented may be useful for insights into industry-specific examples. The article on one-to-one marketing provides useful tools and exercises for evaluating your company.
Senteo Subject Category
As a collection of important articles on the subject of mass customization, this book consists of frameworks that can be applied to help understand the concept. It also provides some ideas for making mass customization work and useful tools for evaluating your company, however implementation of mass customization can be better found in other books, such as Pine’s Mass Customization (see Senteo review).
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