Title: Mass-customization: a strategy for knowledge creation and organizational learning

Authors: Suresh Kotha

Addresses: Leonard N. Stern School of Business, New York University, 40 West 4th Street, Room 7-10, New York, 10012-1126, USA

Abstract: Technological change, diffusion and shortening product life cycles are fundamentally altering the nature of competition in many industries such as computers, bicycles and automobiles. In such industries the dominant paradigm, |mass-production|, is being challenged by the emerging paradigm, |mass customization|. Whereas the emerging literature has focused on highlighting the differences between mass-production and mass-customization, this paper proposes that the interaction between the systems can be an effective source of knowledge creation and organizational learning.

Keywords: mass customisation; organisational learning; knowledge creation; customisation strategy; manufacturing strategy.

DOI: 10.1504/IJTM.1996.025473

International Journal of Technology Management, 1996 Vol.11 No.7/8, pp.846 - 858

Published online: 22 May 2009 *

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