Mass customizing products and services

Abstract

Many innovative companies are experimenting with a strategy of mass customization—the low‐cost production of high variety, even individually customized goods and services. Based on his experiences at IBM and research into mass customization conducted at MIT and at the IBM Consulting Group, the author has identified five basic methods for mass customizing products and services.

Citation

Pine, B.J. (1993), "Mass customizing products and services", Planning Review, Vol. 21 No. 4, pp. 6-55. https://doi.org/10.1108/eb054420