Making mass customization happen: Strategies for the new competitive realities

B. Joseph Pine II (Program Manager, Management Research, with the IBM Advanced Business Institute in concert with the IBM Consulting Group)

Planning Review

ISSN: 0094-064X

Publication date: 1 May 1993


For better or worse, the business world of today is vastly different than it was a decade ago or even just a few years ago. The amount of uncertainty, instability, and lack of control that firms have in their business environments—the market turbulence—has increased dramatically for companies in almost every industry. So much so, in fact, that the old ways of competing simply do not work any more.


Pine, B. (1993), "Making mass customization happen: Strategies for the new competitive realities", Planning Review, Vol. 21 No. 5, pp. 23-24.

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Copyright © 1993, MCB UP Limited

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