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Published in:
2011 | OriginalPaper | Chapter
Process Typology of Mass Customizers
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Traditional manufacturing practices required a choice between providing low cost products with mass production or custom products with craft manufacturing methods. Mass customization resolved this trade-off by providing both low cost and customization. Today, mass customization is no longer a new phenomenon but a realistic strategic choice for many manufacturers. As mass customization becomes more commonplace in practice, academia needs to update the traditional models to incorporate this new competitive form. This chapter takes a look at the traditional process tradeoff models and develops a new process model to incorporate the practice of mass customization.