Key Value Attributes in Mass Customization

Summary

The chapter introduces the concept of product key value attributes (KVA) for understanding Mass Customization (MC). The customization potential and desirability of product attributes may be explained in this light. The concept provides a basis to understand the spectrum of MC strategies and the challenges that MC poses operationally. A number of conceptual models are introduced to explore both customization potential and desirability with respect to the customer and the producer. The challenges that MC poses for the design of effective operational systems and for strategy formulation are identified in the context of KVAs. A classification of different types of key value attributes is described and their operational implications discussed. The ideas are examined in the context of the market environment in which MC takes place. The impact of proliferation of product variety is highlighted. The nature of the customer is considered and the need to include business customers demanding product differentiation is noted.