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The value chain of mass-customization consists of marketing, development, production, and delivery in that order. The chain starts with the customer and ends with the customer. Customers can be anonymous as in the case of make-to-stock products, or the customer can be a specific individual as in the case of make-to-order production. In the value chain, marketing propels the development and development drives the production, and production leads the delivery to customers. The Customer-Order Decoupling Point (CODP) refers to the point in the value chain of mass customization at which a customer order triggers the production activities. All the activities ahead of the CODP are driven by forecast based planning rather than by customer orders.

See Mass customization; Value chain.