Strategic Analysis of Mass Customization Strategies in Product Development

Bueyuekoezkan G.

Portland International Conference on Management Engineering and Technology, Cape-Town, Güney Afrika, 27 - 31 Temmuz 2008, ss.1171-1178 identifier identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Doi Numarası: 10.1109/picmet.2008.4599727
  • Basıldığı Şehir: Cape-Town
  • Basıldığı Ülke: Güney Afrika
  • Sayfa Sayıları: ss.1171-1178


The need for product customization during product development processes will continue to increase. Mass customization (MC) relates to the ability to provide customized products or services through flexible processes in high volumes and at reasonably low costs. There exist different strategies for the degree of customization in product development. Determining the right strategy of customization is essential to the competitiveness of a company. For this reason, to support managerial decision making, this paper proposes a strategic evaluation framework based on the analytic network process to assess effectively MC strategies in product development process. Finally, a case study is given to illustrate the proposed approach.