The Customer Centric Enterprise
Advances in Mass Customization
and Personalization


edited by Mitchell M. Tseng and Frank T. Piller

Springer 2003
ca. 535 p. 168 illus.
ISBN 3-540-02492-1
Approx. $ / € 99,95

Further Information

Translation (2004):

Chinese edition available


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Companies are being forced to react to the growing individualization of demand. At the same time, cost management remains of paramount importance due to the competitive pressure in global markets. Thus, making enterprises more customer centric efficiently is a top management priority in most industries. Mass customization and personalization are key strategies to meet this challenge. Companies like Procter&Gamble, Lego, Nike, Adidas, Land`s End, BMW, or Levi Strauss, among others, have started large-scale mass customization programs.

Despite a few exceptions, literature about mass customization and personalization is dominated by an argumentation focusing on the benefits of these strategies, but not delivering concepts and implementation steps how to build a customer centric enterprise. The book provides insight into these particular aspects. Following an interdisciplinary approach, leading scientists and practitioners in the field share their concepts and strategies for building a customer centric enterprise from the perspective of design, production engineering, technology and innovation management, customer behavior, as well as marketing.

The book builds on the results of the First World Congress on Mass Customization and Personalization (hold at the HKUST in Hong Kong). The editors selected 29 papers from the original conference proceedings. The idea of the book is to give an introduction into the field, to show the scope of mass customization research, and to present recent research findings and the state of the art in selected perspectives of this subject.


In particular, the following topics are discussed in this volume:

The Customer Centric Enterprise: Advances in Mass Customization and Personalization, edited by Mitchell M. Tseng and Frank T. Piller, New York / Berlin: Springer 2003. (XII, 535 p. 168 illus.), Approx. $ / € 99,95, ISBN 3-540-02492-1. -- (c) Copyright 2003 byTseng and Piller