Mass Customization: more technology, less publicity and customer satisfaction

Mônica Heloísa Braga Vasques


This article refers to mass customization as an individual marketing strategy, centered on costumer's order, by means of technology, emphasizing the sensibility, the flexibility and the elasticity. Such an approach is based on the mass customization advantages and its principles of flexibility: the postponement, the resenquencing and the process standardization. Moreover, the article refers to the Hewlett-Packard, (PCs) success, due to its power of integrating the designs of products, processes and supply network. We can, thus, think about the end of the advertisement. So, the old message: “Buy it now!” is not worthwhile anymore. The intelligence, nowadays, by means of technology, creates a "fatal", customized relationship with each customer. And it sells much more.


mass customization; flexibility; postponement; technology; standardization.

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Iberoamerican Journal of Strategic Management  e-ISSN: 2176-0756

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