Mass-customization: A strategy for knowledge creation and organizational learning

Technological change, diffusion and shortening product life cycles are fundamentally altering the nature of competition in many industries such as computers, bicycles and automobiles, In such industries the dominant paradigm, 'mass-production', is being challenged by the emerging paradigm, 'mass-customization'. Whereas the emerging literature has focused on highlighting the differences between mass-production and mass-customization. this paper proposes that the interaction between the systems can be an effective source of knowledge creation and organizational learning.