ABSTRACT
In the global business environment, manufacturing companies are facing several important challenges. Among them, nonmarket issues such as environmental and social risk mitigation can be identified. This chapter focuses on the market-oriented challenges associated with the necessity to continuously update product offers in order to serve today’s markets and remain competitive. The implementation of an appropriate mass customization (MC) strategy provides companies with the most effective way to satisfy individual customers’ expectations. This chapter provides a summary of the features and trends of MC and offers new views on the subject.
