Company-customer interaction in mass customization

Advances in manufacturing and information technologies have made it possible for firms to satisfy consumers’ increasing demand for unique products. Although, the mass customization of products is prevalent in almost all industries today, firms’ optimal mass customization strategy is still not that clear. The initial attempt to mass customization of a number of firms failed, because it proved to be unprofitable, while others have successfully established mass customization as a product strategy. The optimal degree of mass customization solves two decision problems: first, firms’ trade-off between the coverage of consumers’ preferences to charge a premium price and cost-efficient production; second, consumers’ trade-off between tailoring a product to their needs and interaction costs. In an attempt to facilitate managerial decision making, this thesis studies a firm’s mass customization decision in a game-theoretical model that combines the decision problems faced by each player in the interaction. Based on this model of company-customer interaction, novel insights into the optimal mass customization strategy of firms depending on their market and competitive environment are gained.