Mass customization and strategic benefits: a case study in Brazil

Abstract

This article presents an overview of the academic debate about mass customization (MC). The objective is to describe how the MC strategy was introduced in a Brazilian company and the results obtained, relating them to theoretical considerations. This is illustrated through a case study in an industry of the Brazilian household appliances sector. The context was the launch of a totally customized product, to be sold on the Internet to consumers with high purchasing power, with the strategic use of IT. The aim was to create value for these customers by reinforcing the brand's own values using a clear differentiation strategy. MC is already used alongside conventional strategies in a growing number of worldwide organizations, but in Brazil the use of this tool is still in its infancy, hence the importance of this study. Its qualities have transformed it into a valuable marketing device in the search for consumer loyalty. This has the effect of strengthening the brand, drawing customers into a closer relationship and making it a powerful tool for sustaining company competitiveness, via a differentiation strategy.