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Mass customization as a state-of-the-art production paradigm aims to produce individualized, highly variant products and services with nearly mass production costs. A major side-effect for companies providing complex products and services is that customers quite often get confused by the high variety and do not make a purchase. Personalization technologies can help to alleviate the challenges of mass customization. These technologies support customers in specifying products and services that fit their wishes and needs in a fashion where decision and interaction efforts with sales support systems are significantly reduced. We provide a short overview of related research and the articles that are part of this special issue on Personalization and Mass Customization.
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Tiihonen et al. (2017) studied this question.
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