Mass Customization: A Great Utilization of Computers in Marketing

Definition of Mass Customization

Mass Customization can be defined as the utilization of flexible manufacturing systems that are computer-aided in order to produce custom output. This methodology is widely utilized in fields such as marketing, management and call centers jobs. These computer systems combine the flexibility of individual customization with the low unit costs regarding processes of mass production.

Mass Customization is the latest frontier within business competition for service and manufacturing industries. This concept has an enormous increase in customization and variety without any corresponding increase in costs at its core point. It has a limitation of being the mass production of services and products that are customized individually. This concept is best at providing economic value, as well as Economic value.

Textbooks on Mass Customization

In this tech-savvy world, marketers need to be well equipped with the concept of Mass Customization. Hence, here are some details of textbooks written on Mass Customization as follows:

• Mass Customization: The New Frontier in Business Competition by B. Joseph Pine (Published by Harvard Business Press – Year 1999).
• Build-to-order & Mass Customization: The Ultimate Supply Chain Management and Lean Manufacturing Strategy for Low-cost On-demand Production Without Forecasts Or Inventory by David M. Anderson (Published by CIM Press – Year 2004).

Examples of Mass Customization

Example 1: An interesting example of Mass Customization can be Collaborative Customization. As per this example, companies contact individual customers to decide upon the precise product offering that can serve the customers’ need in the best manner.

Example 2: Another interesting example of Mass Communication can be Adaptive Customization. As per this example, companies design a standardized product, but this product can be customizable in the hands of the consumer alias end-user. It means that the customers can modify the product by themselves.

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