Mass Customization Versus Mass Production: Variety and Price Competition

Mass Customization vs. Mass Production: Variety and Price Competition

We study competition between two multi-product firms with distinct production technologies in a market where customers have heterogeneous preferences on a single taste attribute. The mass customizer (MC) has a perfectly flexible production technology, thus can offer any variety within a product space, represented by Hotelling’s (1929) linear city. The mass producer (MP) has a more focused produ...

Variety Steering Concept for Mass Customization

VII 1 Introduction 1

Mass Customization and Mass Production: Balancing the Portfolio

To most companies pure Mass Customization is not applicable. On the other hand, to most companies some degree of Mass Customization will be highly valuable from various viewpoints including logistics, production, product development, and marketing. By letting customers try their hand at constructing, developing and building their own, individually customized products companies realize and test ...

Complexity and Variety in Mass Customization Systems: Analysis and Recommendation

Practical implications – Complexity can be decreased if managers ensure less dependency between the satisfaction of customer requirements and position of the decoupling point. It is also advantageous to reduce the coupling level between fast delivery requirement in mass customization and the decoupling point placement. Furthermore, an effective variety management calls for the implementation of...

Auction-based Variety Formation and Steering for Mass Customization