Strategic Capabilities of Mass Customization Based E-Commerce: Construct Development and Empirical Test

Abstract

Mass customization (MC), i.e. offering customers exactly what they want without losing in operational efficiency, has been positioned as a viable business strategy in ecommerce for many years. Still, many companies have failed in implementing profitable MC. We explain these failures by the lack of strategic capabilities in these firms and examine their… (More)
DOI: 10.1109/HICSS.2014.403

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