In the business of mass customisation

Bart MacCarthy*, Philip Brabazon

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


The article discusses the strategies used in mass customization (MC). The MC strategy involves three elements including identification of target markets and customers, deciding what products and services to offer and strategic decisions made on target markets. The central idea of MC is to customize mass scale production and to achieve standards of efficiency, productivity, costs and quality.

Original languageEnglish
Pages (from-to)30-33
Number of pages4
JournalManufacturing Engineer
Issue number4
Publication statusPublished - 1 Aug 2003


  • efficiency
  • productivity
  • costs
  • mass scale
  • mass customisation
  • delivery
  • responsiveness
  • quality


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