Analysis of Factors for Successful Implementation of Mass Customization: Key Resources and Key Activities

Nowadays mass customization (MC) is a strategy pursued by many firms in order to achieve a sustainable competitive advantage through providing customers with customized products while at the same time keeping desired level of efficiency. This paper analyzes the key resources and activities that could be considered as enablers of MC. This paper aims at investigating in deep different enablers of MC focusing on key resources and key activities while trying to create a better understanding about potential impact of these enablers on four pillars of MC called as customer co- design, stable solution space, meeting needs of each individual customer and adequate cost and price level.