Abstract
AbstractThe mass customization literature has increased a great deal in recent years and today covers a wide range of topics from customer interaction strategies to product development principles. However, the extant literature is biased; it seems to concentrate more on business-to-consumer commerce and theoretical research approaches. This paper seeks to tackle this research gap by presenting the results of a business-to-business multiple-case study conducted in 37 Finnish companies. According to the results, the concept of mass customization was not always identified by companies, but mass customization strategies and practices are widely used in Finnish technology industries. In the current state, the product qualities and production processes are in general managed well, but there are numerous challenges, especially in cross-functional cooperation, sales configurator deployment and the integration of different information systems. Derived from case interviews and insights gained, a comprehensive model of mass customization (McMountain) is suggested to assist companies to better succeed in their mass customization development projects.
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