ABSTRACT
For some time organisations have been faced with two developments. The first of these is growing individualisation. Second, the capacity for doing business that is focused on individual customers has increased sharply due to developments in information- and communication-technology. The business model that integrates these two developments is the Chameleon. This chapter explores the balance between personalisation and efficiency. It presents the values that are provided to the customer and the reciprocal values the customer offers the organisation and also focuses on the design of the Chameleon organization. This includes the design principles and the processes that characterise this business model. In comparison to traditional business models, customers provide the Chameleon with an additional reciprocal value, namely customer information, customer-profiles and purchasing-patterns. In a business model such as the Chameleon, in which the customer receives a personalised product or service, the management of customer relations takes a central place.
