...Dr Juan Carlos Sosa Varela; Gabriel Vidor; Janine Fleith de Medeiros; Flavio Sanson Fogliatto; Mitchel M. Tseng Purpose – This paper aims to propose a method to determine which mass customization (MC) characteristics should be prioritized in mass-customized service design. Design/methodology...

...Stanley J. Shapiro; Göran Svensson; Kendall Goodrich Purpose The purpose of this paper is to evaluate four of Alderson's key concepts to show how they explain mass customization and extend traditional consumer goods classifications. The four concepts are: heterogeneous markets, transvections...

... to examine the price that would be acceptable to both customers and themselves. Originality/value This is the first systematic research study to address the demand side of mass‐customisation in two European countries. © Emerald Group Publishing Limited 2005 Mass customization Automotive...