Mass customization: conflicting definitions

This paper focuses on the emergence of mass customization as a prominent 1990s keyword. The work of Pine and associates offers an instructive point of reference for this investigation of the differing treatments of mass customization by management scholars working in the fields of operations, marketing and strategy. The authors conclude that though mass customization and mass production approaches are not incompatible, just as mass marketing and mass customization can coexist, identification of unique characteristics of mass customization remains unresolved