Standard Article

Mass Customization

  1. Ali K. Parlaktrk,
  2. Jayashankar M. Swaminathan

Published Online: 15 JUN 2010

DOI: 10.1002/9780470400531.eorms0501

Wiley Encyclopedia of Operations Research and Management Science

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. .

Author Information

  1. University of North Carolina, Kenan–Flagler Business School, Chapel Hill, North Carolina

Publication History

  1. Published Online: 15 JUN 2010

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.

Keywords:

  • mass customization;
  • types of mass customization;
  • process standardization;
  • product standardization;
  • part standardization