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Approaches to mass customization: configurations and empirical validation
Author(s) -
Duray Rebecca,
Ward Peter T,
Milligan Glenn W,
Berry William L
Publication year - 2000
Publication title -
journal of operations management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.649
H-Index - 191
eISSN - 1873-1317
pISSN - 0272-6963
DOI - 10.1016/s0272-6963(00)00043-7
Subject(s) - mass customization , modularity (biology) , empirical research , computer science , personalization , competition (biology) , craft , typology , manufacturing engineering , process management , business , industrial engineering , engineering , mathematics , sociology , world wide web , statistics , history , ecology , genetics , archaeology , biology , anthropology
Mass customization is a paradox‐breaking manufacturing reality that combines the unique products of craft manufacturing with the cost‐efficient manufacturing methods of mass production. Although this phenomenon is known to exist in practice, academic research has not adequately investigated this new form of competition. In this research, we develop a configurational model for classifying mass customizers based on customer involvement in design and product modularity. We validate this typology through an empirical analysis and classification of 126 mass customizers. We also explore manufacturing systems and performance implications of the various mass customization configurations.