Mass customization capability and bundled enablers: How new empirical findings reshape the discussion with practitioners

Recent empirical research has shown that mass customization capability is explained far better when knowledge absorption from customers, product modularity, and online sales configurator use are treated as a bundle of mutually reinforcing practices, than when they are treated as independent enablers. What implications this result has for those who advise, manage, or teach the improvement of mass customization capability is the question of interest here. Accordingly, the present paper identifies such implications, organizes them into four principles that should guide the transfer of this result to practitioners, and shows how these principles should inform the work of managers, consultants, and educators. Finally, the paper presents the caveats to keep in mind while discussing with practitioners, as well as important questions that are likely to arise from the audience but remain open in the literature.