mass customization

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Mass Customization

A strategy in which a company attempts to market a product to a customer's individual wants and needs while still producing the products at high level. That is, mass customization combines features of custom service, where a company makes a product upon demand from the customer, and mass production, where a company makes a large number of products exactly the same and sells them to a large number of customers. A company engaging in mass customization may offer a basic package for a product and then allow a customer to add or subtract different features at his/her discretion.

mass customization

the use of technology and sophisticated computing facilities to individualize mass produced (and therefore identical) products. For example, the manufacture of a pair of jeans specifically designed for an individual can be carried out using a mass production facility. The technique requires accurate measurements that are transmitted by Electronic Data Interchange to the manufacturing point. Cloth is cut by automatic cutting machinery, each piece is identifed by a bar code and the whole is then stitched together and forwarded to the customer. See MASS PRODUCTION.
References in periodicals archive ?
What he took with him was the idea of mass-customization. "I asked myself, 'What does this word even mean?"' he says.
Whitelock, "Mass-customization in marketing: the consumer perspective," Journal of Consumer Marketing, vol.
(2003) IPS-DFA Methodology Toward Increasing the Mass-Customization of the Circular Pump Program Variety, Proceeding of the 2nd Interdisciplinary Word Congress on Mass Customization and Personalization, Munich, Germany.
* The AlgoRhythms fabrication process uses a new form of mass-customization, allowing each item to be fabricated differently, eventually with the same speed and efficiency that mass production uses to make identical items.
With mass-customization, as Untermann sees it, customers may be limited to 300 mouldings from which to choose, as opposed to the 700 moulding skus Pictures Plus currently stocks.
Third, processes become modularized in mass-customization mode, leading to new perspectives on the business and its assets.