 Mass customization in operations management: oxymoron or reality?R. S. Selladurai Omega, 2004, vol. 32, issue 4, 295-300 Abstract: Mass customization in production and operations management, a process of integrating mass production/standardization principles with customization, seems to be gaining momentum in the United States as well as all over the world. Major companies like Dell, Motorola, Hewlett-Packard, General Motors, Ford, Chrysler, Toyota, Proctor and Gamble, and others are experimenting and also effectively implementing this process in their production and operations facilities. Mass production and customization have traditionally been at the two opposite extremes of the production continuum. However, integrating these together as mass customization seems to be the practice of the present with the strong likelihood that it would be a continued trend of the future. This paper explores the concept of mass customization, focuses on methods to achieve mass customization, explains why it is not an oxymoron but a reality, looks at the advantages and disadvantages, and discusses how it may be effectively used in production and operations management.a Keywords: Mass; customization; Operations; management (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jomega:v:32:y:2004:i:4:p:295-300 Ordering information: This journal article can be ordered from Access Statistics for this article Omega is currently edited by B. Lev More articles in Omega from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.