Mass customization vs. mass production: Variety and price competition

Aydin Alptekinoglu, Charles J. Corbett

Research output: Contribution to journalArticlepeer-review

18 Scopus citations


The feature of modern commerce in terms of mass customization and mass production is discussed. The competition between two multiproduct firms with different production technologies, characterized by different fixed and variable costs is also taken into account. The mass producers offers a finite set of standard products by using a focused production technology. It is observed that mass production's optimal pricing and positioning decisions dictate that standard products be priced uniformaly and each capture an equal length market segment.

Original languageEnglish (US)
Pages (from-to)98-103
Number of pages6
JournalManufacturing and Service Operations Management
Issue number1
StatePublished - Dec 1 2004

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Management Science and Operations Research


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