• Summary
  • Contents
  • Subject index

The Handbook of 21st Century Management provides authoritative insight into the key issues for students in college or corporate courses with a particular emphasis on the current structure of the topic in the literature, key threads of discussion and research on the topic, and emerging trends. This resource is useful in structuring exciting and meaningful papers and presentations and assists readers in deciding on management areas to take elective coursework in or to orient themselves towards for a career. Indeed, familiarity with many of the topics in this Handbook would be very useful in job interviews for positions in business.

Mass Customization
Mass customization

The demanding task for many companies today is to look at customers as individuals, to develop products and services proactively to individual customers' preferences, and then to produce and distribute these offerings. In the last decade, mass customization has emerged as an approach to reach exactly this objective. This chapter discusses the background of mass customization and the elements of this strategy, and it comments on its implementation in practice. In particular, it describes the four major building blocks of a mass customization system: (a) mass customization provides custom products or services meeting the needs of each individual customer; (b) this demands a cocreation process, which integrates the customer into the value chain of the provider; (c) mass customized products and services ...

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