Mass customization

The concept of mass customization acts counter intuitively to the large wave of standardisation and exploitation of economies of scale. The aount of customization drives the richness of the interaction of company with its customers.Two types of mass customization exist:

• Soft customization refers to the users ability to modify the product after the purchase
• Hard customization refers to a customized manufacturing process.

Part of: M8-S4 - Reading - Strategies for E-Business - Chapter 11 - Choosing the appropriate e-business strategy for interacting with users