Mass Customization Strategies
Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Sharma, A. 2010. Mass Customization Strategies. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
Mass customization is a strategy that enables the practice of customer-centric marketing by providing customers with product offerings that are individually tailored to their specific needs. To successfully apply a mass customization strategy, marketers must shift from a supply-side orientation to a demand-side orientation and change product development and manufacturing processes.
- mass customization;
- customer-centric marketing;
- cocreation marketing strategy