Mass Customization

  • Paolo Coletti
  • Thomas Aichner
Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)


The lack of consensus about how mass customization is defined results in a number of disagreements: Is it applicable just to products or also to services, which monetary and time prerequisites need to be fulfilled and at which stage of the manufacturing process should customer preferences be integrated. These questions are answered in different ways by researchers, but most of them share the concept that price and time must be comparable to non customized goods in order to define the customization process of a company as mass customization. Moreover, it is evident that customer preferences should ideally be integrated in the entire design and production process, even though this is rarely the case in practice. With the advent of the WWW individual customer's preferences have become easier to know and to be integrated at least at the assembly stage of the product, thus making the production of the customized good possible at a cost similar to products produced in mass production. Production and delivery times, as well as participation of the customer in the product's design, still remains an open issue.


Mass customization definition Production costs Delivery time Demonstrative model Bills of materials 


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Copyright information

© Paolo Coletti 2011

Authors and Affiliations

  1. 1.School of Economics and ManagementFree University of Bolzano BozenBolzanoItaly
  2. 2.San Genesio Atesino (BZ)Italy

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