Journal of Market-Focused Management

, Volume 5, Issue 4, pp 309–330 | Cite as

Success Factors for Mass Customization: A Conceptual Model

  • Thijs Lennart Jaap Broekhuizen
  • Karel Jan Alsem


Mass customization entails the ability to provide customized products and services to individual customers using technology (information) at optimal production efficiency and cost levels. The concept is gaining prominence because the marketing literature is increasingly focused on delivering superior customer value. Although the mass-customization literature provides many insights into its origins, formats and approaches, it does not provide a coherent framework to assess the viability of a successful mass-customization strategy. Based on the premise of customer perceived value, we have developed a conceptual framework to address this need. We present a series of hypotheses that serve to encourage other authors and direct future research.

mass customization customer value conceptual framework 


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Copyright information

© Kluwer Academic Publishers 2002

Authors and Affiliations

  • Thijs Lennart Jaap Broekhuizen
    • 1
  • Karel Jan Alsem
    • 2
  1. 1.Faculty of Management and Organization, Department of MarketingUniversity of GroningenGroningenThe Netherlands
  2. 2.Faculty of Economics, Department of Marketing and Marketing ResearchUniversity of GroningenGroningenThe Netherlands

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