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...

Mass Customization leads the strategy of today`s well succeeded companies. It indulges the customer with the so long yearned for product and/or service that exactly fits his desires and specifications. This book compiles a hand-selected variety of testimonies from Mass Customization experts...

We explore adoption of mass customization (MC) -- in place of mass production (MP) -- in a profit-driven competitive environment as a solution to the serious problem of overproduction (and all the environmental waste that it generates) endemic in the fashion industry. Building on a demand model...

The idea of mass customization is to turn customers' heterogeneous needs into an opportunity to create value, challenging the “one size fits all” assumption of traditional mass production. In this paper, we explore the characteristics of successful mass customization implementation at the...