Utilization of Mass Customization in Construction and Building Industry

  • Kjeld Nielsen
  • Thomas Ditlev Brunoe
  • Kim Noergaard Jensen
  • Ann-Louise Andersen
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Mass customization has since its introduction been utilized successfully in industry as a means to meet customers’ unique needs. The customization process has been subject to optimization with shifting focus over the last two decades, and results of this research have been a presentation of several cornerstones to achieve and utilize mass customization. Recent research indicates that Danish industry in general has increased its productivity six times over the last 50 years, whereas construction and building industry only doubled its productivity. Many different explanations are given for this; however, a common theme is that every project is different and highly customized, which indicates that mass customization may have potential to increase efficiency in this sector. This paper analyzes the construction industry in relation to existing mass customization theory and frameworks, to identify applicable elements of mass customization, and in which areas challenges can be expected in applying mass customization.


Mass customization Construction industry Building industry 


  1. 1.
    Barlow, J., Childerhouse, P., Gann, D., et al.: Choice and delivery in housebuilding: lessons from Japan for UK housebuilders. Build. Res. Inf. 31, 134–145 (2003)CrossRefGoogle Scholar
  2. 2.
    Bashford, H., Walsh, K., Sawhney, A.: Production system loading-cycle time relationship in residential construction. J. Constr. Eng. Manag.-Asce 131, 15–22 (2005)CrossRefGoogle Scholar
  3. 3.
    Benros, D., Duarte, J.: An integrated system for providing mass customized housing. Autom. Constr. 18, 310–320 (2009)CrossRefGoogle Scholar
  4. 4.
    da Rocha, C.G., Formoso, C.T.: Configuring product variants in customisation strategies for house-building. Open House Int. 38, 48–56 (2013)Google Scholar
  5. 5.
    da Rocha, C.G., Kemmer, S.L.: Method to implement delayed product differentiation in construction of high-rise apartment building projects. J. Constr. Eng. Manage. 139, (2013) UNSP 05013001Google Scholar
  6. 6.
    Davis, S.M.: Future perfect. Addison-Wesley Publishing co, Reading, MA (1987)Google Scholar
  7. 7.
    Davis, S.: From future perfect: mass customizing. Plan. Rev. 17, 16–21 (1989)CrossRefGoogle Scholar
  8. 8. Dansk Statistik - Www.Dst.Dk. 2013 (2013)
  9. 9.
    Duarte, J.: A discursive grammar for customizing mass housing: the case of Siza’s houses at malagueira. Autom. Constr. 14, 265–275 (2005)CrossRefGoogle Scholar
  10. 10.
    Friedman, A., Sprecher, A., Mohamed, B.E.: A computer-based system for mass customization of prefabricated housing. Open House Int. 38, 20–30 (2013)Google Scholar
  11. 11.
    Frutos, J.D., Borenstein, D.: Object-oriented model for customer-building company interaction in mass customization environment. J. Constr. Eng. Manag. 129, 302–313 (2003)CrossRefGoogle Scholar
  12. 12.
    Frutos, J.D., Santos, E.R., Borenstein, D.: Decision support system for product configuration in mass customization environments. Concurr. Eng. 12, 131–144 (2004)CrossRefGoogle Scholar
  13. 13.
    Gilmore, J.H., Pine, B.J.: Markets of one: creating customer-unique value through mass customization. Harvard Business School, Boston, Mass (2000)Google Scholar
  14. 14.
    Lawson, R.M., Ogden, R.G., Bergin, R.: Application of modular construction in high-rise buildings. J. Archit. Eng. (2011)Google Scholar
  15. 15.
    Nahmens, I., Bindroo, V.: Is customization fruitful in industrialized homebuilding industry? J. Constr. Eng. Manag.-Asce 137, 1027–1035 (2011)CrossRefGoogle Scholar
  16. 16.
    Otreba, M., & Menzel, K.: A modular facade design approach in buildings renovations. Ework and Ebusiness in Architecture, Engineering and Construction pp. 609–616 (2012).Google Scholar
  17. 17.
    Pine, B.J.: Mass customization: the new frontier in business competition. Harvard Business School Press, Boston, Mass (1999)Google Scholar
  18. 18.
    Pine, I., Joseph, B., Victor, B.: Making mass customization work. Harv. Bus. Rev. 71, 108–117 (1993)Google Scholar
  19. 19.
    Salvador, F., De Holan, P.M., Piller, F.: Cracking the code of mass customization. MIT Sloan Manag. Rev. 50, 71–78 (2009)Google Scholar

Copyright information

© Springer International Publishing Switzerland 2017

Authors and Affiliations

  • Kjeld Nielsen
    • 1
  • Thomas Ditlev Brunoe
    • 1
  • Kim Noergaard Jensen
    • 1
  • Ann-Louise Andersen
    • 1
  1. 1.Department of Mechanical and Manufacturing EngineeringAalborg UniversityAalborgDenmark

Personalised recommendations