In the recently published ‘ Enhancing customer centricity via 3D printing ,’ authors Subin Im and Aric Rindfleisch explore the connection between business and 3D printing, along with the improvements such technology can offer.

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Opening with a very telling quote, “Everything will change when you can make anything,” (Hornick 2015) the authors explore how organizations around the world can become more customer centric.

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Initially, they find that much of this difficulty is due to ‘the disparity between the goal of customer centricity versus a firm’s capability to achieve this lofty directive.’ Such marketing is meant to promote better understanding of the specific customer, rather than mass markets. This type of marketing seems to be easier to talk about and plan for than to make a reality. To make the process easier, some businesses are focusing on bringing in progressive technology such as 3D printing. And while so far, the […]

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