Limits and opportunities in mass customization for "build to order" SMEs

Authors:
Carsten Svensson;Ari Barfod
Affiliations:
Department of Manufacturing Engineering and Management, Technical University of Denmark, Building 358, DK-2800 Kgs. Lyngby, Denmark;Department of Manufacturing Engineering and Management, Technical University of Denmark, Building 358, DK-2800 Kgs. Lyngby, Denmark
Venue:
Computers in Industry - Stimulating manufacturing excellence in small and medium enterprises
Year:
2002

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Abstract

Customer satisfaction is at the focus for most manufacturers and mass customization can in some markets be one of the many tools used to increase the customer perceived value of a product by combining low price with extensive variation and adaptation. As a result, mass customization is on the agenda in many small and medium sized enterprises (SMEs) but the question is, what it will take for a SME to be successful in achieving mass customization? This paper will discuss mass customization and its influence on "built to order" SMEs.