1. Given the discussion on mass customization, the model seems to hold new opportunities for young entrepreneurs considered to establish a new business. Highlight the advantages and challenges of the model from an entrepreneurial perspective.
It's a really creative way to bring in new customers because it lets businesses cater to consumers in a creative and fit their needs instead of the consumer only getting two choices. The worst part about mass-customization is that it can get a little pricey depending on what the product is and how big it is. Overall it is a smart move.
2. Compare the way luxury and mass-market brands adopted the new technologies. What are the opportunities and challenges that each segment may encounter?
Luxury uses this technology to gain customer loyalty, while mass-market companies use this by tallying
surveys to see what customers think of the products.
3. Based on the chapter arguments and your personal analysis, how would you interpret the term iBrand?
iBrand is basically you, you are the brand and how you interpret yourself and how you identify yourself as a brand.
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