How to mass customize: product structures, sourcing configurations

The interdependencies of product, process, and supply chain design need to be carefully considered if the goal of mass customization is to be met. But suggested solutions for addressing this problem seem oversimplified, or univocal. A mass customization strategy can be pursued with differing “intensity” as competitive environment and company aspects change. Building on this idea, the findings presented here highlight how production volume and product variety are key variables in strategy implementation. More specifically, this multiple case study shows how, based on the joint behavior of these variables, a firm can define two options—“soft” and “hard”—for implementing strategy and decide on product architecture and first-tier supply chain configuration.