New Directions in Supply Chain Management

Chapter 8

Mass Customization: Strategic and Operational Considerations

Rebecca Duray

University of Colorado at Colorado Springs

INTRODUCTION

MASS CUSTOMIZATION (DAVIS 1987) IS a new business strategy gaining popularity in both consumer and industrial product companies. Mass customization does not fit traditional business models and is shattering the norms of marketing, distribution, and manufacturing. Part of this radical change can be attributed to the E-commerce revolution. The Internet has provided new avenues of communication between buyers and sellers, thereby increasing the ability of consumers to contact product manufacturers. As customers gain greater access to manufacturers, customers can directly communicate their product needs through ...