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.
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.