The Effect of Intellectual Leadership on Mass Customization: Moderated Mediation Effect of Customer Market Knowledge

Abstract

This study examines the relationship between intellectual leadership, the anticipation of new technologies, and mass customization. According to the knowledge management perspective, we explain how intellectual leadership influences mass customization via anticipation of new technologies. In addition, this study investigates the moderating role of customer market knowledge in this relationship. Our results suggest that customer market knowledge strengthened the direct effect of intellectual leadership on anticipation of new technologies and the indirect effect of intellectual leadership on mass customization via anticipation of new technologies. Theoretical and managerial implications and directions for future research are discussed.

Keywords

• Anticipation of new technologies
• customer market knowledge
• intellectual leadership
• mass customization