Abstract
This paper summarizes the main theoretical points within the scientific discussion on the issue of digitalization in Mass Customization concept and online Mass Customization frameworks. Origins of a stand-alone Mass Customization concept drawback to the second half of the 1990s, but major theoretical content changes and development have been identified in the last 2 decades. An intensive application of combined technology and management solutions, digital society and business transformations in the past decade has shifted the orientation of the concept to intangible products management, customer involvement and mutual value creation via frameworks in the online environment. The main purpose of the research is to reveal and present the role and impact of the digitalization sub-domain to the Mass Customization concept, its transition to the e-concept version and modelling of new combined online customization frameworks. The decision relevance of this scientific problem is multiple issues in transitions of practical organizations to the modern and mixed technological-management approach-based Mass Customization version as well as application limitations of existing online customization frameworks. The analysis of the research topic is carried out in the logical sequence. Firstly, the author presented the influence of the digitalization sub-domain to theoretical transformations of traditional Mass Customization concept. Then, a case study of the organizational transition to electronic Mass Customization and Personalization and online customization frameworks was conducted. Methodological tools and research methods used in the paper have been integrative literature review and narrative synthesis of qualitative findings of 53 articles, and a simplified Robinson conceptual modelling framework together with a c-tuple method for the simulation of new combined online customization frameworks. The research empirically confirms and theoretically proves that within last decade both practical and academic attention to sustainable and agile development of new, fully digital customized products and personalized services as well as flexible online customization frameworks and solutions significantly have increased. Furthermore, here the extent by 6 new online customization frameworks is offered next to 3 standard theoretical online customization frameworks, which became difficult to apply in the environment and preferences of modern e-business organizations and digital end-users. The results of the research can be useful for continuous scientific researches to test and validate 6 new online customization frameworks in a feedback loop part and evaluate the influence of these frameworks to a digital end-user behaviour, their role in frameworks and attitude aspects. Keywords customization, digital, online frameworks, personalization, standardization
Highlights
Over three decades of efficient adaptation, the Mass Customization concept has resulted in numerous practical transitions and transformations as well as gained a label of a suitable strategy and business model to apply in the constantly changing context of digitalization and sustainability trends
It is agreed that value proposition parts related to the customer in customization are mostly produced on the informational level, and only a data-based product on an electronic platform can be fully tailored to the needs of a specific customer (Reichwald et al, 2000; Schubert, 2006; Wang et al, 2017; Zhang et al, 2019)
The Digitalization factor has become recognized as a prerequisite to attain Mass Customization successfully as well as a stand-alone research subdomain in Mass Customization research in the past decade
Summary
Over three decades of efficient adaptation, the Mass Customization concept has resulted in numerous practical transitions and transformations as well as gained a label of a suitable strategy and business model to apply in the constantly changing context of digitalization and sustainability trends It leads to an open consideration as being one of leading concepts in reducing the gap and satisfying design and participation needs of online customers, supporting modelling their behaviour as well as encouraging business improvements and competitive advantage through combined management and technology innovations (Risdiyono and Komsap, 2013; Xu et al, 2016; Xu et al, 2017). It is noticed that this digital transformation progresses more slowly in traditional manufacturing organizations and in markets with low-tech specifics as well as a low adoption rate of Mass Customization overall due to homogeneous needs of end-users and Mass Production effectiveness (Broekhuizen and Alsem 2002; Kanama, 2018) This practical transitions and application issues undoubtedly.
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