Mass Customization: A Strategy for Customer-Centric Enterprises - A Review of the Strategic Capabilities to Make Mass Customization Work
27 Pages Posted: 7 Dec 2010
Date Written: December 6, 2010
Over the last decade, mass customization has emerged as an effective approach to customer centricity, i.e. to regard customers as individuals, to proactively develop products and services according to the individual customer’s preferences, and to efficiently produce and distribute these offerings. In other words, the goal of mass customization is to efficiently provide customers what they want, when they want it. This paper discusses the background of mass customization and its underlying fundamental capabilities: solution space definition, the design of robust processes, and choice navigation.
Keywords: mass customization, mass customisation, personalization, robust processes, configuration, personalization, review paper
JEL Classification: M21, M31
Suggested Citation: Suggested Citation