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Implications of mass customization for operations management: An exploratory survey

Pär Åhlström (Stockholm School of Economics, Stockholm, Sweden, and)
Roy Westbrook (London Business School, London, UK)

International Journal of Operations & Production Management

ISSN: 0144-3577

Article publication date: 1 March 1999

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Abstract

This paper reports the results of a survey conducted to explore issues surrounding mass customization and in particular its implications for operations management. The findings cover the market changes driving customization, the methods used to provide customized goods, the positive and negative effects of customization, and the difficulties of implementation. There are shown to be important implications for operations management in a strategy of mass customization, and thus substantial scope for further research by operations management academics.

Keywords

Citation

Åhlström, P. and Westbrook, R. (1999), "Implications of mass customization for operations management: An exploratory survey", International Journal of Operations & Production Management, Vol. 19 No. 3, pp. 262-275. https://doi.org/10.1108/01443579910249705

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MCB UP Ltd

Copyright © 1999, MCB UP Limited