China is one of the largest and most rapidly growing automotive markets in the world. In such a dynamic environment, mass customization (MC) is considered crucial to developing and maintaining the competitiveness of automotive suppliers. Literature has suggested that the MC capability of a firm...

Purpose – The purpose of this paper is to identify relationships among buyer‐supplier trust, joint operational activities, and the degree of mass customization as well as the interactions between cultural factors (i.e. long‐term strategic alignment and autonomy) and trust in the context of...