Mini Cooper customers can design the roofs of their vehicles by using an online tool kit. That software has enabled BMW to tap into the custom after-sales market.
Our research suggests otherwise. Over the past decade, we have studied mass customization at a number of different organizations, including a survey of more than 200 manufacturing plants in eight countries. (See “About the Research.”) From that investigation, we found that mass customization is not some exotic approach with limited application. Instead, it is a strategic mechanism that... To read the complete article, login or sign-up using the form below.
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