MASS CUSTOMIZATION CONCEPTS FOR THE E-CONOMY Four Strategies to Create Competitive Advantage With Customized Goods and Services on the Internet

While Mass Customization has already been discussed in the literature for more than a decade, increased practical implementation of this strategy can been found in business only within the last years. This time lag may be explained by the fact that only since few years sufficient technologies exist to handle the information flows connected with mass customization. Especially as mass customization enters more and more consumer markets, new Internet technologies can be seen as its main enabler. To connect strategies discussed in e-business with the field of mass customization, the paper deploys a structural approach to create mass customized concepts for the e-conomy. based on an exploratory study of more than 100 international mass customizers