Competitive advantage with mass customisation.
Yap, Siew Eng.
Date of Issue2004
School of Mechanical and Aerospace Engineering
Mass Customisation is used to describe the strategy of a firm to deliver customised products to consumers at the price of mass-produced items (Chase, 1995) and is an important strategic step for companies to differentiate their products in the intense market competition.
DRNTU::Engineering::Industrial engineering::Supply chain
Nanyang Technological University