Kevin O’Mara, associate professor of business administration, received notification that his paper entitled “The Strategic Case for Mass Customization” has been accepted for publication by the Journal of Business and Behavioral Sciences.
Abstract: Mass Customization is often hailed as the next business model due to its focus of delivering personalized products and services at mass production prices. Since the driving force behind mass customization is primarily technological advancements, much of the mass customization literature is devoted to technological, production, or logistical issues. This paper argues that while these issues are crucial for the adoption of this business model, the real strategic value of mass customization lies in its marketing implications. The mass customization business model provides unique, individualized customer information that, if harnessed, could potentially lead to significant switching costs advantages for the firm.