Mass Customization

Abstract

Mass customization aims to provide individually customized products with near mass production efficiency. We give examples of different types of mass customization. We then discuss the benefits that make mass customization attractive. This includes ability to charge price premiums, stronger relations with customers, better market understanding, and ability to operate without finished‐goods inventories. Mass customization leads to some challenges due to the variability it introduces to a firm's operations. We discuss some enablers of mass customization that can help firms overcome these challenges.