Many service firms deliver services via a mix of internally developed and delivered (i.e., insourced) and externally developed and delivered (i.e., outsourced) service processes. Service process outsourcing is especially common in e-retailing. Portions of e-retail customer ordering processes and...

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...