Monika Kriewald

(Ostfalia University of Applied Sciences, Germany)

 

 

Abstract: This article shows the transformation of the term “individualization” and its assignment in theory. In former days the focus was on the person as an individual. Nowadays there is a more situation-orientated view. The situation factors are: time, place, use, person/individual, knowledge, mobility and technology. This paper analyzes situation factors and gives a brief integration into the organizational theory. The new term individualization is part of a situative approach and therefore we can use the knowledge of situative factors in a situation-based marketing. To use customer data, modern management needs updated databases, like (mobile) Customer Relationship Management it provides. In combination with modern technology “apps” (applications) are useful and give different levels of new indivualization.

 

 

Key words: individualization; situation approach; competitive factors; situation factors; mCRM;

organizational theory; application

 

JEL code: M