Mass customization - prednosti i ograničenja
Mass customization - advantages and limitations

Summary/Abstract: The subject of this paper is the analysis of advantages and limitations of mass customisation, as a new contemporary concept of strategic directing of organization. This strategic orientation represents an organization's response to changed conditions in environment and thus an attempt to build up long-term viable competitive advantages by accomplishing cost advantages and differentiation advantages. In order to be able to respond to the challenges and requirements of modern business environment through the so-called hybrid strategy, the organization has to have information and communication technologies and the capability of spontaneous contact with customers, flexible systems of production and a well-developed logistic system on the one hand; on the other, there must be distinct customer demand for individually made products. This paper analyses key elements needed for the mass production for individual buyer to function, presented advantaged and limitations, i.e. obstacles facing organizations that follow this strategic orientation.

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