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

Abstract

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

Piller, Frank T., Mass Customization: A Strategy for Customer-Centric Enterprises - A Review of the Strategic Capabilities to Make Mass Customization Work (December 6, 2010). Available at SSRN: https://ssrn.com/abstract=1720785 or http://dx.doi.org/10.2139/ssrn.1720785

Frank T. Piller (Contact Author)

RWTH Aachen University ( email )

TEMPLERGRABEN 64
AACHEN, D-52056
Germany

HOME PAGE: http://www.tim.rwth-aachen.de/piller/

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