Transitions in Mass Customization Strategies - Requirements for Information Systems

Many generic Mass Customization strategies have been described in literature. For example, according to Gilmore and Pine (1997) we can either customize product itself, or representation of product. These two dimensions create fourfold table, where different generic strategies are Adaptive, Cosmetic, Transparent, and Collaborative Mass Customization, which all have their own distinct features. Company adopting some generic strategy may not be satisfied with it forever. When experiences from one strategy are accumulating, company may want to develop its strategies and try some more sophisticated approach to customer service. Need for transitions between different mass customization strategies puts the pressure on technical, organizational, and managerial competencies.