Mass Customization and Mass Production: Balancing the Portfolio
نویسندگان
چکیده
To most companies pure Mass Customization is not applicable. On the other hand, to most companies some degree of Mass Customization will be highly valuable from various viewpoints including logistics, production, product development, and marketing. By letting customers try their hand at constructing, developing and building their own, individually customized products companies realize and test realistic future challenges. Consequently, most traditional mass producing companies are facing the challenge of balancing Mass Customization and Mass Production and furthermore, do this in a dynamic perspective. This paper will address this problem based on experiences gained mainly at LEGO Company.
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