Linking green management and mass customization

The need to bridge mass customization (MC) with green management (GM) is starting to be recognized in literature. To date, this emerging discussion has been almost exclusively conceptual or simulation-based. To contribute to the empirical grounding of this discussion, we present the preliminary results of a longitudinal case study in a company faced with the twofold challenge of MC and GM. We identify the key organizational capabilities associated with these two strategies in the company. Then, we discuss some positive linkages between MC capabilities and GM capabilities that emerged from a preliminary analysis of the empirical evidence.