Automotive companies have successfully adopted mass customization. However, this production method has complicated the sales process as the customer has to go through a lot of steps to specify the product. Thus, it is important that the sales process is modified to make the producer–buyer...

Globalization and other inherent factors have created challenges to the North American furniture industry. Imports from low production cost countries did increase greatly over the last five years. At the same time, the U.S. and Canadian furniture manufactures lost market shares. Mass...

While mass customization is usually associated with tangible goods, it is also relevant to less tangible goods, such as software and services. This chapter focuses on WordPress, which is both software and service. To be specific, the chapter presents WordPress as: blogging software; widely...

Although recent research has explored consumers’ reactions towards mass customization (MC) in general, these studies have considered aesthetic and functional MC as one and the same. In the present article, we focus specifically on consumer response to aesthetic MC because there are some unique...

Over the last decade, mass customization has emerged as an effective approach to customer centricity, i.e. to regard customers as individuals, to proactively develop products and services according to the individual customer’s preferences, and to efficiently produce and distribute these...