Organizational antecedents of mass customization

Mass customization has increasingly drawn the attention of companies and scholars, due to more and more sophisticated customer needs and intensifying competition. The relevance of transforming organizations to pursue 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 antecedents 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.