Motivations and Challenges for Engineer-to-Order Companies Moving toward Mass Customization

ETO companies are mainly characterized by their ability to provide personalized products to customers. However, the current market trends and economic situation direct them to efficient manufacturing of customized goods. In this regard, moving toward Mass Customization and making a hybrid strategy of ETO-MC can be considered as a proper solution for ETOs. This study aims at investigating this topic using both theoretical and empirical data, and through analyzing the potential motivations for ETOs to move towards MC and the possible challenges they might face during such a transition.