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 s uch as computers, bicycles and automobiles, In such industries the dom inant paradigm, 'mass-production', is being challenged by the emerging paradigm, 'mass-customization'. Whereas the emerging literature has f ocused on highlighting the differences between mass-production and mas s-customization. this paper proposes that the interaction between the systems can be an effective source of knowledge creation and organizat ional learning.