Implementation of mass customization for competitive advantage in Indian industries: an empirical investigation

The enduring fluctuations in market demand, exemplified by exceedingly unpredictable customer requirements, have given rise to mass customization (MC), which is acquiring increasing prominence in production and operations management. Fostering on the foundation laid by erstwhile researcher Hart in Int J Serv Ind Manag 6:36–45 [1], who developed an analytical framework of four pillars of mass customization for organizations, the objective of this research is to obtain additional discernments on the nature of the linkage between the four pillars and MC. The current work is to explain ability of manufacturing organization for MC. Further, the paper proposes the impact of MC on organization performance with a view to develop an assessment and decision-making model to achieve competitiveness. The analysis of 276 valid responses from Indian professional experts was done using structural equation modeling (Amos Graphics). The results showed that process amenability, competitive environment, and organizational readiness all have a major impact on mass customization. The study, on the other hand, did not support customer sensitivity, which could be because mass customization is a new manufacturing paradigm in India.