Strategic Global Mass Customization: Supporting Generic And Global Strategies

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Marina Onken


mass customization, generic strategic, global strategies


Production processes have moved beyond mass production to more customized approaches. Global mass customization moves beyond Woodwards models of production to create business models that allow customers to get what they want, although not quite when they want it. This paper explores Woodwards approaches to production processes, extends mass production to include global mass customization and discusses the process as it supports generic and global strategies.


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