Competitive advantage with mass customisation
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.
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| Format: | Theses and Dissertations |
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2008
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| Online Access: | http://hdl.handle.net/10356/5460 |
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| Institution: | Nanyang Technological University |
| Summary: | 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. |
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