Standardization and Adaptation about Value through Crowd-Sourcing

Abstract

This study sets out to investigate a mechanism to coordinate its standardization and adaptation about value concerning products of global standards with knowledge of unspecified number of consumers on online. Because of the characteristics of consumer goods and higher complexity in their market, a company is in situation that it is indispensable to further growth while examining and analyzing how customer value is to be materialized in relation to sharing and management of knowledge embedded in individuals and online platforms, and how value creation is approached through that integrative framework.

The study uses two examples that a standardized product will comprise some value proposals to gradually fit a variety of consumers in the world through their suggestion and evaluation among consumers, which is to simultaneously attain its standardization and adaptation about value.

This submits a new viewpoint about exploration of value by collaboration of a company and consumers under globalization, and at the same time, with progress of the information and communication technology. And it is to cope with diversification of consumers'sense of value for products through materialization of individual customer experience.