Purpose – Firms in the apparel industry seek operational information on ways to implement mass customization. The purpose of this research is to investigate the potential for concurrent engineering (CE) to realign the traditional, linear apparel product development process to a more concurrent...

Purpose – The purpose of this paper is to provide insight into the environment of the online shopping process for mass customization (MC) in long‐term relationships (LTRs) between a firm and its customers. Specifically investigated is why some consumers are initially willing to purchase MC...