Success factors for mass customization: a conceptual model

Mass customization entails the ability to provide customized products and services to individual customers using technology (information) at optimal production efficiency and cost levels. The concept is gaining prominence because the marketing literature is increasingly focused on delivering superior customer value. Although the mass- customization literature provides many insights into its origins, formats and approaches, it does not provide a coherent framework to assess the viability of a successful mass- customization strategy. Based on the premise of customer perceived value, we have developed a conceptual framework to address this need. We present a series of hypotheses that serve to encourage other authors and direct future research.