Purpose – The impact of information technology (IT) on mass customization (MC) capability has been implied in the literature but seldom subjected to empirical examination. This study seeks to theoretically relate four types of IT applications with MC capability and empirically examines these...

Purpose – The impact of information technology (IT) on mass customization (MC) capability has been implied in the literature but seldom subjected to empirical examination. This study theoretically relates four types of IT applications with MC capability and empirically examines these...