what is mass customization 
mass customization is the process of delivering market goods and services that are modified to satisfy a specific customer s needs mass customization is a marketing and manufacturing technique that combines the flexibility and personalization of custom made products with the low unit costs associated with mass production other names for mass customization include made to order or built to order understanding mass customizationmass customization allows a customer to design certain made to order features of a product while still keeping costs closer to that of mass produced products in some cases the components of the product are modular this flexibility allows the client to mix and match options to create a semi custom final product mass customization may apply to many fields but many connect it to the retail industry software creators may use this method to include software based product configurations that enable end users to add or change specific functions of a core product even the financial services industry embraces mass customization through the growth of independent fee only advisory firms the growth of mass customizationb joseph pine ii looked at the growth of the american economy due to mass production in his book mass customization the new frontier in business competition harvard business review press 1992 he describes four primary types of mass customization that took the concept of mass production to a new level pine focused on the concept of creating a small number of interchangeable pieces the individual parts may be combined in a variety of ways that produce a cost efficient production model and still allow consumers to choose how the pieces go together examples of mass customizationfee only independent financial advisors allow their clients to customize their portfolio holdings to match their unique situations the consumer may choose products that match their investment risk tolerance time horizon investment style and future goals certain furniture companies offer mass customization by providing multiple options for various components or features this flexibility may include different fabrics furniture legs or pieces that combine in numerous configurations also modular home builders use mass customization models by allowing customers to make changes to the base home package benefits of mass customizationmass customization enables manufacturers to delay the step of product differentiation until the final phase of manufacturing rather than the manufacturer deciding on the features that make the product unique mass customization allows the consumer to make these decisions for some consumers the ability to customize a product is enough to sway their buying decision in favor of one company over another mass customization can then become part of a lucrative marketing strategy for a company companies that offer customization can give themselves a competitive advantage over their rivals they can tout their ability to produce a semi custom product at a reasonable price to consumers who are looking for an upgrade over a generic product as long as the company is able to deliver a product that does not compromise on quality they have an opportunity to increase sales profits and brand loyalty for their one of a kind products mass customization can also help a company with the costs associated with excess inventory implementing a just in time jit approach to manufacturing can assist companies in minimizing inventory and increasing efficiency companies that take a jit approach to mass customization will need reliable suppliers and an inventory replenishment system that notifies them exactly when new materials need to be ordered 