Mass customization threat or chance for the SME

Carsten Svensson, Ari Barfod

    Research output: Contribution to journalJournal articleResearchpeer-review


    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
    Pages (from-to)77-89
    Publication statusPublished - 2002


    Dive into the research topics of 'Mass customization threat or chance for the SME'. Together they form a unique fingerprint.

    Cite this