Mass Customization Implementation through Configurational Theory Lens: An Empirical Study

The purpose of the present research is to explore, rather than test, the application of configurational theory on the implementation of mass customization (MC) in companies, with specific focus on SMEs. While existing MC literature largely conceptualizes implementation as a sequential and staged process, the present study adopts an explicitly exploratory, holistic, and configurational perspective grounded on the configurational theory. The research represents the first step of exploring MC implementation based on configurational theory. The research is based on empirical data from nine SMEs.