Impacts of Web 2.0 on Business Models in Mass Customization

Web 2.0 includes technological and behavioral trends that provide an enlarged added value potential for electronic commerce. This additional potential can be characterized by increased interactivity and multi-mediality, higher degree of standardization and better access to online content. These characteristics determine essentially the development of business models and economic concepts like e.g. Mass Customization. In this context, the raising question is how the increased added value of Web 2.0 affects business models in Mass Customization. This paper introduces an adoption framework that can be used to reason about possible impacts of Web 2.0 elements on different product types and process steps in Mass Customization.

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