We will explore what this means, the benefits, and some examples. On the other hand, mass customization has some limitations. Businesses are pushing every day to find ways to achieve mass customization in marketing. Today, mass customized products seem to be everywhere. The term of mass customization can be considered an oxymoron term which is consisted of two different opposite concepts 2, 23, 24 such as mass production and. On the other hand, internal complexity is experienced inside operations and. It requires a highly flexible production technology that is too expensive and time consuming to. Andersen windows can build a window to fit any house. Manufacturing transformation toward mass customization and. Pdf the concept of mass production was introduced in the 1800s and reached its full development in the 1920s. However, there are limits to what mass customization can offer to retail zipkin. Cracking the code of mass customization most companies can benefit from mass customization. Mass customization builds on the principle of modularity where preassembled modules are combined into endproducts in. Is mass customization really the best way to deliver variety to consumers.
The mass customization, satisfying individual preferences of clients, using the flexible systems of production and logistics, allows the companies of the industry of. Proposal of a process of mass customization of kitchen. The idea of mass customization has been around for a long timelevi strauss offered custom jeans for 10 years starting in 1993, for examplebut it never caught on. But there are several ways to deliver variety, and mass customization may not always be the best. Mass customization an overview sciencedirect topics. Especially, the human factor is greater in the food manufacturing industry, which retains many more laborintensive. Consumers can get their names printed, sewn or embossed on nearly anything. Customer satisfaction is at the focus for most manufacturers and mass customization can in some markets be one of the many tools used to increase. It has been touted as the premier way of delivering variety to customers, but it has its limits and should be approached cautiously. Citeseerx document details isaac councill, lee giles, pradeep teregowda. And mass customization has been touted as the premier way of achieving that goal. Viewing mass customization from such a perspective offers a new angle to advance mass customization research and implementation.
Download citation the limits of mass customization do not be seduced by. Pdf the opportunities of mass customization are acknowledged as. Mass customization is the capability, realized by a few companies, to offer individually tailored products or services on a large scale. I often receive questions about whether or not a company is a mass customizer and why the. The key is to think of it as a process for aligning an organization with its customers needs. The miadidas mass customization strategy request pdf. Mass customization refers to a business strategy that conciliates two different business.
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