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Mass Customization: Mass customization, Marketing, Manufacturing, Call centre, Management, Mass production, Personalization, Custom-Fit, Web portal, ... Market customization, Personalized marketing
by:Miller, Frederic P.
Mass customization, in marketing, manufacturing, call centres and management, is the use of flexible computer- aided manufacturing systems to produce custom output. Those systems combine the low unit costs of mass production processes with the flexibility of individual customization."Mass Customization" is the new frontier in business competition for...
Mass customization, in marketing, manufacturing, call centres and management, is the use of flexible computer- aided manufacturing systems to produce custom output. Those systems combine the low unit costs of mass production processes with the flexibility of individual customization."Mass Customization" is the new frontier in business competition for both manufacturing and service industries. At its core is a tremendous increase in variety and customization without a corresponding increase in costs. At its limit, it is the mass production of individually customized goods and services. At its best, it provides strategic advantage and economic value.Mass Customization is the method of "effectively postponing the task of differentiating a product for a specific customer until the latest possible point in the supply network."The concept of mass customization is attributed to Stan Davis in Future Perfect and was defined by Tseng & Jiao (2001, p. 685) as "producing goods and services to meet individual customer's needs with near mass production efficiency".
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