Abstract
Markets are changing faster and consumers are more demanding than ever. Thus, mass customization was emerging in the last decade as a solution to address the new market realities while still enabling firms to capture the efficiency advantages of mass production. Until today, mass customization was argued to be possible explicitly due to the capabilities of modern manufacturing technology like flexible manufacturing systems or modular product structures, reducing the trade-off between variety and productivity. However, flexible manufacturing systems are a necessary but insufficient condition to offer customer variety without compromising profitability. Manufacturing systems have to be supplemented by mechanisms capable of handling customer integration. Each order implies a high degree of interaction between the manufacturer and the customers. Thus, compared to mass production, mass customization is characterized by a high intensity of information. (5 pages)
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