Implications of mass customization for operations management : An exploratory survey

This paper reports the results of a survey conducted to explore issues surrounding mass customization and in particular its implications for operations management. The findings cover the market changes driving customization, the methods used to provide customized goods, the positive and negative effects of customization, and the difficulties of implementation. There are shown to be important implications for operations management in a strategy of mass customization, and thus substantial scope for further research by operations management academics.