An Analysis on the dilemma of Customization Services

• Project/Area Number: 25380571
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Keio University
• Principal Investigator: Ono Akinori 慶應義塾大学, 商学部, 教授 (20296742)
• Project Period (FY): 2013-04-01 – 2016-03-31
• Project Status: Completed (Fiscal Year 2015)
• Budget Amount: ¥4,810,000 (Direct Cost: ¥3,700,000、Indirect Cost: ¥1,110,000); Fiscal Year 2015: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000); Fiscal Year 2014: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000); Fiscal Year 2013: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
• Keywords: product customization / カスタマイゼーション / マスカスタマイゼーション / パーソナライゼーション / 市場志向

Outline of Final Research Achievements

Customers with different experience levels of product customization are different from each other also in their needs to the level of customization service. However, most firms have provided their customers with a single customization service rather than various customized customization services. This research project called it “the dilemma of customization services” and conduced some studies regarding what the dilemma.

Research Products

• [Journal Article] 「反応型市場志向としてのマス・カスタマイゼーションと先行型市場志向としてのマス・プロダクション」 (2013)
  • Author(s): 小野晃典
  • Journal Title: 『マーケティングジャーナル』 Volume: 33 Pages: 35-48
  • NAID: 130007940447
• [Presentation] Who Create Better Ads? The Effectiveness of the Consumer-generated Ads (2015)
  • Author(s): Yasuto Nishimori, Sari Yamamoto, Mizuki Yaho, Deru Liu, and Akinori Ono
  • Organizer: Korean Scholars of Marketing Science International Conference
  • Place of Presentation: Seoul (Korea)
  • Year and Date: 2015-11-14
  • Int'l Joint Research
• [Presentation] Automobiles as Anthropomorphized Products: An Examination of the Possibilities of Customizing Cars' "Faces" (2015)
  • Author(s): Akinori Ono, Kenya R. Hirashima, Ray Arai, Shingo Kajita, and Daiki Ito
  • Organizer: Society for Marketing Advances Annual Conference
  • Place of Presentation: San Antonio (USA)
  • Year and Date: 2015-11-08
  • Int'l Joint Research
• [Presentation] Why Do Consumers Avoid/Seek Personalized Ad on the Web? (2015)
  • Author(s): Satomi Hasuoka, Takashi Irei, Takashi Naito, Hideki Sumita, Haruka Tsuchiya, and Akinori Ono
  • Organizer: International Conference of Asian Marketing Associations
  • Place of Presentation: Waseda University (Shinjyuku-ku, Tokyo)
  • Year and Date: 2015-10-31
  • Int'l Joint Research
• [Presentation] Exploring the Customization Decision Support System Using the Improved Surrogate Constraint Method with Entropy (2015)
  • Author(s): Kiyokazu Matsuura, Seiji Endo, and Akinori Ono
  • Organizer: International Conference of Asian Marketing Associations
  • Place of Presentation: Waseda University (Shinjyuku-ku, Tokyo)
  • Year and Date: 2015-10-31
  • Int'l Joint Research
• [Presentation] Automobiles as Anthropomorphized Products: The Possibilities of Customizing Cars' "Faces" (2015)
  • Author(s): Akinori Ono, Kenya R. Hirashima, Rei Arai, Shingo Kajita, and Daiki Ito
  • Organizer: International Conference of Asian Marketing Associations
  • Place of Presentation: Waseda University (Shinjyuku-ku, Tokyo)
  • Year and Date: 2015-10-31
  • Int'l Joint Research
• [Presentation] Expressed/latent Needs for Co-creation Fashion Products (2015)
  • Author(s): Akinori Ono and Seiji Endo
  • Organizer: Global Fashion Management Conference
  • Place of Presentation: Istanbul (Turkey)
  • Year and Date: 2015-06-25
  • Int'l Joint Research
• [Presentation] Expressed/latent Nees for Co-creation Fashion Products (2015)
  • Author(s): Akinori Ono and Seiji Endo
  • Organizer: 2015 Global Fashion Management Conference,
  • Place of Presentation: Florence, Italy
  • Year and Date: 2015-06-25
• [Presentation] Why It Stays Here? Examining the Determinants of Consumer Avoidance Advertising of Personalized Advertising on the Web (2015)
  • Author(s): Satomi Hasuoka, Takashi Irei, Takashi Naito, Hideki Sumita, Haruka Tsuchiya, and Akinori Ono
  • Organizer: 2015 Winter Marketing Educators' Conference, American Marketing Association
  • Place of Presentation: San Antonio, USA
  • Year and Date: 2015-02-15
• [Presentation] Your Car Looks Like You! Consumer Evaluation of Anthropomorphized Products (2014)
  • Author(s): Kenya Hirashima, Rei Arai, Daiki Ito, Shingo Kajita, and Akinori Ono
  • Organizer: 2014 Korean Scholars of Marketing Science International Conference
  • Place of Presentation: Seoul, Korea
  • Year and Date: 2014-11-23
• [Presentation] How Do You Know Me? Examining the Determinants of Consumer Avoidance of Personalized Advertising on the Web (2014)
  • Author(s): Satomi Hasuoka, Takashi Irei, Takashi Naito, Hideki Sumita, Haruka Tsuchiya, and Akinori Ono
  • Organizer: 2014 Society for Marketing Advances Annual Conference
  • Place of Presentation: New Orleans, USA
  • Year and Date: 2014-11-07
• [Presentation] “Product and Ingredient Branding in a Mass Customization System”
  • Author(s): Akinori Ono and Seiji Endo
  • Organizer: European Marketing Academy Annual Conference
  • Place of Presentation: Istanbul, Turkey
• [Presentation] “Integration System of Mass Customization and Mass Production as a Market-Oriented Production System”
  • Author(s): Akinori Ono and Seiji Endo
  • Organizer: 5th Biannual World Conference on Mass Customization & Personalization
  • Place of Presentation: Aalborg, Denmark