Customization as a Marketing Innovative Driver in a Turbulence Economy

• Main Author: M. A. Kalinina
• Format: Article
• Language: Russian
• Published: Government of the Russian Federation, Financial University 2017-06-01
• Series: Управленческие науки
• Subjects: customization; customerization; commoditization; one-to-one marketing; mass customization; individualized product; price competition; “win-win” strategy; changing customer’s behavior model
• Online Access: https://managementscience.fa.ru/jour/article/view/107
• ISSN: 2304-022X; 2618-9941

The article discusses strategies of customization and customerization as an innovative drivers for economic development in a turbulence economy. The analytic study examines relatively new marketing paradigm based on changing customer’s behavior on the contemporary markets, their needs and priorities. Within the 20th century the concept of mass production moved to mass customization, then to customization that assume presenting to customers individualized product and services, forwarded with customerization that basically means evolving consumers and all stakeholders to the production and marketing process. The intensive development of the Internet technologies, new mass media tools brought to the new concept of Customer Relations Management System that involves all interested parties to the dialogue concerning product, design, production, research and development and even marketing and corporate governance. Those new innovation tools redesigned marketing concept and strategies, still remaining the main customers’ oriented principle.