Stefan Schmollack Stefan Schmollack Moderator

What is Mass Customization?

I have started this thread in order to initiate a discussion about the question "What is Mass Customization?".

Please participate in the discussion in this forum!

Stefan D. Schmollack

Stefan Schmollack Consulting
http://schmollack.net/

Stefan Schmollack Stefan Schmollack Moderator

Mass customization

Mass customization, in marketing, manufacturing, call centres and management, is the use of flexible computer-aided manufacturing systems to produce custom output. Those systems combine the low unit costs of mass production processes with the flexibility of individual customization.

"Mass Customization" is the new frontier in business competition for both manufacturing and service industries. At its core is a tremendous increase in variety and customization without a corresponding increase in costs. At its limit, it is the mass production of individually customized goods and services. At its best, it provides strategic advantage and economic value.

Mass Customization is the method of "effectively postponing the task of differentiating a product for a specific customer until the latest possible point in the supply network." (Chase, Jacobs & Aquilano 2006, p. 419)

The concept of mass customization is attributed to Stan Davis in Future Perfect and was defined by Tseng & Jiao (2001, p. 685) as "producing goods and services to meet individual customer's needs with near mass production efficiency". Kaplan & Haenlein (2006) concurred, calling it "a strategy that creates value by some form of company-customer interaction at the fabrication and assembly stage of the operations level to create customized products with production cost and monetary price similar to those of mass-produced products".

http://en.wikipedia.org/wiki/Mass_customization