Mass customization and mass production

Total quality management resulting from total customer satisfaction today can mean giving every customer a product tailored specifically to his or her needs. In the past, manufacturing was usually characterized by keeping costs down with economies of scale. Mass customization can result in a challenging manufacturing environment typified by both high volume and an excellent product mix, where customers expect individualized products at the same price as they paid for mass‐produced items. Meeting this challenge requires profound changes in the manufacturing process and in organizational dynamics. Despite the potential offered by mass customization it is necessary that organizations ensure that such a strategy is the optimal route for their business before embarking on full scale mass customization.