eThesis - Kauppakorkeakoulun sähköiset gradut

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PURPOSE OF THE STUDY

The purpose of this study is to combine theoretical background and empirical analysis in order to investigate the relationships between mass customization process and success factors necessary to make it work. We will also determine which mass customization approach is most commonly used among MC companies. Mass customization theory is thoroughly covered in the literature review and includes topics from both international business and marketing fields: internal and external success factors; MC levels and approaches; flexible manufacturing systems, and perceived added value though customer integration. This thesis focuses on mass customization start-ups hence its managerial implications can be seen as particularly relevant to new ventures that consider entering the ever-growing mass customization arena.

RESEARCH METHOD

The empirical research is of this thesis is broken down into two parts. The first part is based on two case studies of mass customization start-up companies: Chocri and Shoes of Prey. The second part is an analysis of an online database of mass customization companies. A theoretical framework also serves as a central tool to relate literature review with the empirical findings.

RESULTS

Findings of the study show that all of the identified success factors were indeed applicable for and present in the case companies. We also conclude that increased customer integration leads to a higher perceived added value of a product/service and in addition we were able to identify four types of drivers that add value in mass customization. Finally we conclude that a collaborative approach is most commonly used among mass customizing companies because it offers the highest extent of customer co-creation, which in turn leads to a higher added value.