Mass Customization of DigitalProducts in Electronic Commerce

Generally, a firm can provide itscustomers with a great variety and quantity of selfproducedand externally bought products.However, the time and effort a customer can spenddeciding which product to choose according to herneeds and preferences is the limiting factor. Withthe advent of the Internet and the ongoingvirtualization and digitalization, segmentationapproaches widely used in the past to targetcustomer groups are outdated. Therefore, newmethods have to be developed, enablingintermediaries to deliver the right product at theright time to the right customer, thus optimizingcustomer benefit by using his scarce time andeffort efficiently....