Mass Customization: the New Frontier in Business Competition

by B. Joseph Pine II

New ways of managing, together with new technology, make possible the seeming paradox of providing each customer with the "tailor-made" benefits of the pre-industrial craft system at the low costs of modern mass production. Companies that are leading their industries to this new frontier include McGraw-Hill, which can deliver custom-made classroom textbooks in quantities of one hundred or less; Motorola, which can manufacture any one of 29 million variations of pages twenty minutes after it receives the order; and TWA Getaway Vacations, which can custom-design tour packages for what others charge for standard tours. Companies that have discovered mass customization are outpacing their competitors in gaining customers and higher margins.

Genres: Business, Economics, Nonfiction, Management

380 pages, Hardcover

First published January 1, 1992

Reviews

[Sonny Ny]

The author Joseph Pine at TED -
http://www.ted.com/index.php/talks/jo...

[Cesar Ater tere · Rating 4 out of 5]

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