IT and the mass customization of services: the challenge of implementation
This research explores challenges to the implementation of mass customization in a services context. It uses a case study approach to examine the factors which drive a firm to adopt mass customization, how applicable this strategy is amongst other alternatives, and what difficulties and constraints exist in attempting to implement this service approach. Theory prescribes the need for mass customization when the firm is in a dynamically changing environment. This research tests such theory on the specific case of an organization that provides information technology services. The findings show that early gains are possible, despite the difficult challenges of requiring a fully integrated information technology infrastructure and needing to transform business processes to handle unpredictability. A framework is presented to assist firms in prioritising implementation requirements.
mass customization information technology information marketing services marketing