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Topic: Student Questions
Are Interactive Ict (information And Communication Technology) Interfaces A Strategic Marketing Tool?
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A few months ago I came across someone from Netherland (if I'm not mistaken) undertake this topic as her PhD thesis, only the strategic part she left out - with application in the food industry. I've tried to communicate with her via e-mail, but she did not reaspond. But as a researcher, that particular topic caught my interest, and now i'm in the middle of reviewing literatures and formulating a framework for my thesis. That lady (I can't remember her name) is looking at the consumer behavior end - whilst I intend to look at how responsive organizations/companies are with the emergence of the new marketing-driven business paradigm - mass customization (Piller, 1998) and customerization (Wind & Rangaswamy, 2000). According to Dr Frank Piller, writer of numerous mass customization articles - mass customization toolkit is a special application of the interactive ICT interface. Can anyone render comments and advices based on this topic? Anyone out there has done something close enough? Thank you for all your attention.
Maryam