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Marketing Week: Why brands are abandoning mass-produced products

As China’s factory output slows, new manufacturing technology such as 3D printing means brands are increasingly looking to create more customised products for their home markets and test new designs with consumers without investing in mass production. Peter Williamson, Honorary Professor of International Management at Cambridge Judge, believes that the idea of global companies “reshoring” production from China has been hugely overblown. (subscription)

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