The benchmarking of the use of toolkit for mass customization in the automobile industry

Purpose The purpose of this paper is to examine the relation between the utilization of the customization strategy and the availability of the online toolkit and its features with the commercial variables of businesses. Design/methodology/approach The sample used in this paper consists of 134 cases of corporate brands in the automobile industry; their sales correspond to 49.12 percent of vehicles produced in 2012. The logistic regression analysis was then applied to the sample. Findings This paper confirmed the relationship between the use of toolkits for customization and business variables, like vehicle sales. Originality/value The generated model allows the prediction of market conditions which recommended to provide the toolkit for customization, and if implemented, what combination of features it must have.