## 3 Research Stream Analysis  
### RS1: MC General Concept and Metrics  
Since its initial conceptualization by [PERSON] [6] and [PERSON] [7], the MC concept has evolved from a niche approach into a widely adopted manufacturing strategy [8]. It enables the creation of products, minimizing the gap between what customers ideally want and what is available, by meeting individual needs and preferences while maintaining costs comparable to those of mass-produced goods [27]. This is achieved primarily through modular product/service design, flexible processes, and integration across the supply chain [11]. The core idea of MC is to deliver meaningful customization at a mass scale [1], thus addressing the paradox of offering individualized products at low cost [29]. [PERSON] and [PERSON] [30] identify three fundamental capabilities required for mass customizers to succeed: \begin{tabular}{l l l l l} \(\checkmark\) & solution space development, which involves identifying the dimensions along which customer needs vary; \\ \(\checkmark\) & robust process design, which focuses on reusing or recombining existing organizational and value chain resources to meet diverse customer needs efficiently; \\ \(\checkmark\) & choice navigation, which supports customers in selecting tailored solutions while minimizing complexity and decision fatigue. \\ \end{tabular}   
Table 1 reports the classification of literature contributions related to RS1 topics. \begin{table}
\begin{tabular}{c c c c c c} \hline \hline
**Author(s)** & **Year** & \begin{tabular}{c} **Personalization** \\ **Approach** \\ \end{tabular} & \begin{tabular}{c} **Implementation** \\ **Context** \\ \end{tabular} & \
\begin{tabular}{c} **Performance** \\ **Evaluation Metrics** \\ \end{tabular} &
\begin{tabular}{c} **Sustainability-** \\ **Oriented MC** \\ \end{tabular} \\ \hline
[29] & 2011 & & & \(\checkmark\) & & \\
[31] & 2011 & & & & \\
[32] & 2011 & & & & & \(\checkmark\) \\
[11] & 2012 & & & & \\
[33] & 2012 & & & \(\checkmark\) & & \\
[34] & 2012a & & & & \(\checkmark\) & \\
[35] & 2012b & & & & & \(\checkmark\) \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Classification of the contributions related to RS1. \begin{table}
\begin{tabular}{c c c c c c c c} \hline \hline
**Author(s)** & **Year** & \begin{tabular}{c} **Personalization** \\ **Approach** \\ \end{tabular}  & \begin{tabular}{c} **Implementation** \\ **Context** \\ \end{tabular}  & \ \begin{tabular}{c} **Performance** \\ **Evaluation Metrics** \\ \end{tabular}  & \begin{tabular}{c} **Sustainability-** \\ **Oriented MC** \\ \end{tabular}  \\ \hline
[36] & 2012 & & & & & & & ✓ \\
[37] & 20  
The reviewed contributions under RS1 converge on the conceptual evolution of MC as a manufacturing and business paradigm grounded in data-driven personalization, strategic flexibility, and performance alignment. A foundational distinction is made between customization and personalization: while both aim to deliver tailored offerings at scale, they differ in scope and data dependency. Customization, deeply rooted in operations management and engineering, leverages explicit customer input through predefined configuration options [20,31]. In contrast, personalization--more prevalent in communication and health sciences--relies on implicit data, such as user behavior and preferences, to predict latent needs [49,55]. Several authors position personalization as a more advanced stage of MC, addressing the \"market of one\" through AI-driven systems, dynamic profiling, and feedback loops enabled by I4.0 technologies like IoT, CPS, and RFID [64,75]. This shift is not merely technological: it reflects a deeper transformation in how firms conceptualize value co-creation with customers [1,72]. At an implementation level, studies investigate MC maturity across contexts--from engineer-to-order (ETO) systems [62] to SMEs [33] and service sectors [41]. Organizational readiness, managerial capability, and integration between design and manufacturing are identified as critical enablers [51,74]. Performance measurement is another core theme.