Customerization: The next revolution in mass customization

Jerry Wind, Arvind Rangaswamy

Research output: Contribution to journalArticlepeer-review

383 Scopus citations


In this conceptual paper, we propose that the next stage of evolution of mass customization is customerization - a buyer-centric company strategy that combines mass customization with customized marketing. Spurred by the growth of Internet and related technologies, many leading companies (e.g., Dell) are beginning to deploy customerization on a large scale. In this paper we define customerization, and describe how it is different from the related strategies of mass customization, personalization, and one-to-one marketing. We also describe the opportunities and challenges companies face in deploying a customerization strategy, and the potential benefits that they might realize.

Original languageEnglish (US)
Pages (from-to)13-32
Number of pages20
JournalJournal of Interactive Marketing
Issue number1
StatePublished - 2001

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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