Study on Firm´s Management Innovation to Mass Customization

Achieving successful mass customization (MC) is one of strategic objectives for masses enterprises to adapt to new market environment and pursue competitive advantages. "Customization" means the customized products or services. Based on the analysis for the emerging background and the system characteristics of mass customization, this paper explore the systemic innovations in firms aroused by the transition to mass customization, which is considered as the promising business strategy in the near future. It includes three parts and trends of management innovation: (1) marketing innovation, following the rule of marketing and marketing management evolvement, and the characteristics of marketing innovation; (2) operation management innovation, including manufacturing organization, planning and control; (3) research and development (R&D) management innovation, which characterized by the product family oriented, product life cycle oriented and customer individual needs oriented. The paper also brings the new way of mass customization research by customerization and collaborative operation.