Ullah, Inayat; Narain, Rakesh - In: Journal of Modelling in Management 13 (2018) 3, pp. 626-645
Purpose: Current dynamic and turbulent business environment calls for adopting newer strategies so that organizations can create a niche for itself in the market, mass customization (MC) being one of them. The purpose of this paper is to identify the critical enablers necessary to realize the...