Lulu Marketplace

Mass customization is a business concept for every organization. Mass customization is not simply understood as a business strategy, but also as a concept for supporting other business goals such as the operation of a mass or craft manufacturing business. This book presents seven different mass customization strategies and the competencies needed to successfully implement these strategies. The findings presented with this book and doctoral dissertation are derived from case study research. The book documents 14 mass customization case studies and presents a new form of case study research, the industry research group. "Mass Customization Strategies" is recommended for researchers in the field of mass customization and customer integration as well as for managers and consultants. The author – Klaus Moser – is a Project Leader at Boston Consulting Group (BCG) and a research affiliate of the TUM Research Centre for Mass Customization & Customer Integration, Technische Universitaet Muenchen, Germany.