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Mass customization represents an organization's response to changed conditions in the environment and thus an attempt to build up a long-term comparative advantage by maximizing costs and differentiation advantages. In order to be able to respond to the challenges and requirements through the so-called hybrid strategy, the organization has to posses ICT capabilities, spontaneous contacts with customers, flexible systems of production and a well-developed logistics system; on the other hand, there must be expressed customer wishes for individually created products and services. This paper analyses the key elements of successful implementation of mass customization in on-line selling of goods and services, using web-based software systems as a development tool for small and medium enterprises in Bosnia and Herzegovina.

Keywords: Mass customization; competitive advantages; flexible production systems; hybrid strategies

Document Type: Research Article


Publication date: January 1, 2012

More about this publication?
  • The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.
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