MASS CUSTOMIZATION

Process of delivering personalized or wide-market products and services that is tailored to meet certain needs of a customer. It is a marketing and manufacturing technique, combined with flexibility and personalization of custom-tailored goods with the low unit costs related to mass production. Also called built to order or made to order, many technologies such as computerization, internet, lean production, and product modularization allow end users to add and/or modify some features or functionalities of the core product to satisfy the customer’s needs.

B. Joseph Pine II’s book, Mass Customization: The New Frontier In Business Competition, described four classifications of mass customization: Collaborative Customization, Adaptive Customization, Transparent Customization, and Cosmetic Customization.

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