Chapter 30

Mass Customisation

Off-the-rack individualism

A man dressed in a suit, with a checked ribbon resting on his left arm, standing beside a row of racing cars. Two disengaged tyres can be seen piled behind him, resting against a stack of drums.

The pattern

Strictly speaking, the term ‘Mass Customisation’ is an oxymoron, since it combines the conflicting ideas of ‘mass production’ and ‘customisation’ in a single notion. In the world of business models, Mass Customisation refers to the customisation of products according to customer needs while simultaneously keeping efficiency as high as in traditional mass production (WHAT?, VALUE?). This is made possible by standardised modular product architectures (HOW?). The individual modules can be combined to form a myriad of end products, providing customers with a wide variety to ...

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