Organization design for mass customization: literature review and research agenda

The importance of transforming organizations to build Mass Customization capability has long been acknowledged. However, the discussion is generally scattered and disorganized in literature. This paper reviews the mass customization literature with the twofold purpose of providing a comprehensive and structured overview of prior research on mass customization organizational enablers and highlighting future research opportunities on this topic. By using an established framework in organizational theory, the paper provides a comprehensive coverage of organization-related issues and a reference for future research opportunities.