Mass customization threat or chance for the SME

Carsten Svensson, Ari Barfod

    Research output: Contribution to journalJournal articleResearchpeer-review

    Abstract

    Customer satisfaction is at the focus for most manufacturers and mass customization can in some markets be one of many tools used to increase the customer perceived value of a product by combining low price with extensive variation and adaptation. As a result mass customization is on the agenda in many SME’s but the question is, what it will take for a SME to be successful in achieving mass customization? This paper will discuss mass customization and its influence on “built to order” SME’s. Keywords: Mass customization, industrialization, SME
    Original languageEnglish
    JournalComputers in Industry
    Volume49
    Pages (from-to)77-89
    ISSN0166-3615
    Publication statusPublished - 2002

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