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Abstract 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.
Duray et al. (Thu,) studied this question.