Making mass customization happen: Lessons for implementation

A large dairy stopped endlessly battling competitors for market share and instead concentrated on making the retailer and distributor the target of its operation. This change in focus uncovered new opportunities to create customer‐valued differentiation of its products. Case 2: At a time when most insurance companies were debating whether their customer was the policy holder or the beneficiary, this insurer realized that the agent/broker was its real customer, and that its operations had to be redesigned in order to provide satisfactory products and service.