Mass Customization: Concepts and Perspectives

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The era of mass production has slowly been replaced with an era of mass customization. Mass customization is the new paradigm shift in the ideology of marketers and customers. Mass customization provides choice, delivers customers, products or services â€“ whatever they want and however they want, due to the widespread availability of technology. Convergent technologies, agile product development and integrated information systems are undoubtedly an integral part of mass customization process. A sluggish global economic scenario, manifested in slow growth rates, higher inflation rates, demand supply imbalances and competitive pressures, coupled with customer preferences for individualization have evolved into a changing business scenario, wherein neither manufacturers can ignore the demands of the customers nor can customers overlook the market dynamics.

ABOUT THE AUTHOR Madhavi Garikaparthi

Madhavi Garikaparthi holds a bachelor's degree in science and master's degrees in Marketing Management and Human Resource Management from Osmania University. Presently, she is working as a Faculty Member in marketing and human resource management at Icfai Business School, Mumbai. She has over 11 years of experience in the fields of teaching, research and industry. Prior to joining Icfai, she worked with Dr. Reddy's Group and the RPG Group. She has edited a few books in the area of customer relationship management, published by the Icfai University Press. Her areas of interest are customer relationship management, services marketing, strategic marketing, competency assessment, organizational behavior and change management.