• Abstract

    A Framework for Mass Customization

    DOI 10.14210/alcance.v17n3.p295-311
    Published date: 13/07/2010
    The objective of this paper is the proposition of a framework based on the analysis of the strategies of mass customization accomplished by Brazilian companies. Therefore, the research strategy adopted was a multiple-case study, which was undertaken in fifteen companies. As a result, a framework was developed, and it allowed to identify which are the main factors that should motivate the companies to undertake the strategy of mass customization in their businesses; the strategies of mass customization adopted; criteria for the selection of the components of the products to be customized; enablers that should be emphasized for the attainment of the performance goals for the mass customization.

Revista Alcance

Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.

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