Standard Article

Mass Customization Strategies

Part 1. Marketing Strategy

  1. Arun Sharma

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01045

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Sharma, A. 2010. Mass Customization Strategies. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of Miami, Coral Gables, FL, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • mass customization;
  • customer-centric marketing;
  • cocreation marketing strategy