Article
Comparison of mass customization and generative customization in mass markets
Mass customization has yet to fulfill its original purpose as established by marketing researchers to become an alternative to mass production, largely due to its inability to achieve mass market levels of efficiency. The purpose of this study is to survey consumer’s perceptions, willingness and capabilities of participating in a mass customization system, and understand the implications of its findings related to an alternative production system, generative customization.
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