All posts by christosmakris

Risky to give power to consumers? Yes.

Another example of how giving power to its consumers can turn against the company shows the recent failure of Mc Donalds twitter campaign. Mc Donalds run simultaneously two campaigns on twitter, the #MeetTheFarmers and #McDstories. Both campaigns aimed to raise awareness for the brand. #MeetTheFarmers main goal was to acknowledge the freshly produced food (SO provocative in my opinion!), while #McDstories aimed to share experiences among the Mc Donald lovers (a sense of community? sharing consumption experience etc). The campaigns though, did not work out, as twitter users started to bombard Mc Donald’s twitter dashboard with many not very flattering stories related to Mc Donalds and their consumption experiences! Actually, this initiative turned out to have the opposite result than what Mc Donalds wanted to achieve. I wont go deeper to the comments, but you can enjoy by your own in a relative article of The Daily Mail.

Kind regards,

Christos Makris

Crowdfunding for art…and studies!

Inspired from the International Film Festival of Rotterdam, and mainly from the fact that I will watch a Greek movie tonight in the IFFR, I thought that this is an interesting post.

It is a nice example of how crowdfunding can contribute to culture…and academia. Alithea Avramis is a Greek-American Master student of UCLA’s honored School of Theater, Film, and Television, in California. One of her dreams was to shoot a film in Greece, and more specifically in Mani, a geographical region in Greece. Mani is a central peninsula, which extend southwards from Peloponese in southern Greece. Although Avramis was born in the US, she has a great interest for her Greek roots, and she decided to do her Master Thesis project, which actually is a short movie, in Mani. The short movie deals with the Greek temperament and way of living within the economic crisis in a small village close to Mani, which suffers from depopulation, but all these through a comedy spirit! The point is: who would fund this project?

The solution came up from crowdfunding. After she uploaded a short video on, an international funding platform, where she explained the reason she wanted to be funded to make this film, users of the website started to fund the project. As a result, Avramis reached the amount of money needed to finance her project. The film has been already completed, since September 2011, and it is ready to travel in many film festivals around the world, while its director is entitled as a Master graduate!

I apologize to my non-Greek speaking colleagues, because the above link is from a Greek newspaper and it is only in Greek.

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Mass customization: luxury in lower price?

Recently I bumped onto a very interesting article relative to the mass customization, seen from the perspective of housing. More specifically Noguchi & Hernandes-Velasco (2005) referring to the housing needs in Mexico, they distinguish three categories of homebuilders in Mexico: production, semi-custom and custom homebuilders.

The production homebuilders are organized for high volume production and they produce the ready built homes. They provide a number of standard designs/models and the customers can compare the attributes of each model in order to choose. In this case the high volume work results in low price.

The semi-custom builders combine characteristics of ready built and custom built homes, working, as the previous, on predesigned plans. In this case there is the option based on the pre-existing model to extend it in order to cover the needs of the prospect buyer. But, due to this fact, the high volume work is lost, and as a result the price is higher.

Continue reading Mass customization: luxury in lower price?