From mass production to mass customization: The case of the National Industrial Bicycle Company of Japan

By means of a detailed study of the National Industrial Bicycle Company of Japan (NIBC), Suresh Kotha examines the dynamics of implementing mass customization in a firm that pursues both mass production and mass customization in two different factories. NIBC reaps superior returns by employing a 'system' which increases interaction between the mass production and mass custom factories and encourages knowledge creation. The author then considers the most important external (industry level) and internal (firm level) conditions which are necessary to successfully pursue mass customization, and points out that the interactions and interrelationships between them are important to a successful outcome too.