Purpose: The operational capability of mass customization (MC) allows consumers to obtain products tailored to their idiosyncratic needs. This study aims to provide insights into the potential of this capability for countering a product's liability of foreignness – the negative effect of the...

Mass Customization excites both Researchers and Practitioners because of the possibility to produce customized products with mass production efficiency. Mass Customization - An Exploration of European Characteristics gives an overview on the need for personalisation from a customer perspective,...

Today customer value creation is heavily dependent on the customization of mass-products. After having reached its peak in the past mass production can no longer fulfil increasing customer demands sufficiently. After the start of new production techniques and user-friendly interfaces in...