Mass customization allows firms to produce only things their customers want (or produce after they have orders in hand). This approach, make-to-order, brings many benefits to firms in terms of cost and profit because of lower inventory levels, maximum sales, elimination of material waste, flexible production and, most of all, customer satisfaction. However, mass customization may not be the panacea for all organizations. While some companies are very successful with mass customization, others are not. This paper illustrates that mass customization strategies depend on an understanding of the conditions in each industry.
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Pollard et al. (2011) studied this question.
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