Published Online: 15 JUN 2010
Copyright © 2010 John Wiley & Sons, Inc. All rights reserved.
Wiley Encyclopedia of Operations Research and Management Science
How to Cite
Parlaktrk, A. K. and Swaminathan, J. M. 2010. Mass Customization. Wiley Encyclopedia of Operations Research and Management Science. .
- Published Online: 15 JUN 2010
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.
- mass customization;
- types of mass customization;
- process standardization;
- product standardization;
- part standardization