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er of brands and products.Rapid advances in information
and manufacturing technology and management methods have provided companies withunprecedented opportunities. But for many companies the question remains: ‘‘will thepursuit of mass customization be successful?’’ We have developed a model that tries toanswer this question. Our main objective is to identify the key success factors of mass
customization and to map these into a coherent model. This paper starts with a literaturereview to explore and refine the concept of mass customization. Next, we define the successof mass customization and its antecedents. In the following section, we present ourconceptual model. In the final section, we conclude by presenting an evaluation of our
model.

 

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