Mass Customization in SMEs: Literature Review and Research Directions

Abstract

As mass customization is spreading to more and more different niches, this business strategy is no longer only applied by large companies offering products to end costumers. More SMEs are beginning to adopt this business strategy. This research is a literature review study to identify mass customization literature, which specifically addresses the challenges, which are relevant to SMEs. The literature study first indicates that very little literature has been published on mass customization in SMEs. Second, the literature study classifies the identified literature into (1) general or strategy-focused SME mass customization literature, (2) SME mass customization case studies, (3) choice navigation and information systems in SMEs, (4) solution space development in SMEs, (5) robust process design in SMEs, and (6) research focused on mass customization in specific industries. The paper concludes by identifying major gaps in literature and pointing out future research directions.