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Mass Customization
Mass customization is a modern concept that allows the individualizing of products in mass production processes to meet the requirements of consumers, ideally while maintaining a high level of quality and a low level of costs. The customer is the most important part in the mass customization process. The customer decides on the quality and functions of the later product. For this reason, more and more companies are implementing mass customization processes in their organizations. Due to global competition, companies are striving to gain competitive advantages. Consequently, they try to maintain or even improve the quality and cost level and emphasize the role of the consumer in their value creation process by introducing mass customization.
Mass customization has “to offer a truly customized product—one made to ...
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