Mass customization: the bane of OD or the cure to what ails it?

Purpose – This applied position piece discusses the potential advantages of applying a mass customization framework to the field of organization development (OD). Mass customization, adapted from the manufacturing industry, is posited as a potential way to address the OD identity (or lack thereof) debate. Four speculative applications of mass customization to OD are presented, as well as a real-world example of how mass customization is currently being applied in one organization. Implications at the individual-, group-, and systems level are discussed. Design/methodology/approach – After key arguments are introduced, a case study is presented to illustrate the application of mass customization to an OD process. Findings – Implementation of mass customization can be successful in traditional OD practices. Practical implications – This paper addresses a common debate in the field of OD: should we limit our scope, or will that sacrifice inclusivity? By applying a mass customization framework, OD can retain its flexibility while still applying boundaries to the field. Originality/value – This paper addresses a common debate in the field of OD: should we limit our scope, or will that sacrifice inclusivity? By applying a mass customization framework, OD can retain its flexibility while still applying boundaries to the field.