Mass customization

Mass customization is providing customers with a product when, where, and how they want it.

Definition

According to Management by Robbins and Coulter (14th edition),

Mass customization. Providing customers with a product when, where, and how they want it.

According to Marketing Management by Keller and Kotler (15th edition),

Mass customization. The ability of a company to meet each customer's requirements

According to Managerial Accounting by Braun, Tietz (5th edition),

Mass customization. Large-scale production of customized product that allows manufacturers to meet a variety of consumer desires, while at the same time achieving the efficiencies of mass production that drive down unit costs.