Concept features of mass customization

Abstract

The paper deals with concept of mass customization, its definition and the possibilities of application of the concept for services. Mass customization emerged as main strategy in many organization and its importance is increasing rapidly. It is analysed in plenty of industrial fields such a food industry, electronic, mobile phones and other however there is a lack in analysis of use of this concept in services. In this article the definitions of mass customization presented by variety of authors are analysed and the key features are identified. The result of research - proposed definition of mass customization adapted for services and further research directions provided.