Observations on the present and future of mass 3 customization 4
نویسندگان
چکیده
7 Abstract A demanding task for many companies today is that of learning to 8 regard customers as individuals, of proactively developing products and services 9 according to the individual customer preferences, and of subsequently producing 10 and distributing these offerings. Over the last decade, mass customization has 11 emerged as an effective approach for tackling precisely this task. In this paper, 12 I discuss the background of mass customization and the elements of this strategy. 13 I will then comment on the implementation of mass customization in practice. I will 14 end with a brief discussion of alternative strategies in this domain, namely per15 sonalization and matching services.
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