Mass Customisation

Definition *

Mass customisation is the production of goods and services for a typically large market, which meets exactly the needs of each individual customer in terms of product characteristics (differentiation option), at costs corresponding roughly to those of standard mass produced goods (cost option). Mass customisation resolves the traditional trade-off between mass production (low cost but no differentiation) and customisation (meeting individual customer needs but at high cost) (Piller & Müller, 2004).

* Please note this is a 'in production' concept and as such this definition is not ready to be referenced

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