1 Abstract Number: 007-0351 “Measuring the degree of mass customization: A product architecture modularization perspective”

This paper examines how mass customization can be measured in terms of product architecture modularization. Mass customization is interpreted as a process to produce customized goods at low cost, which has enabled many companies to penetrate new markets and capture customers personal needs that are not met by standard products and services. Mass customization is enabled through modular product architectures, from which a wide variety of products can be configured and assembled. Product architecture modularization is concerned with system decomposition, selection of components and how they are linked with each other without compromising system integrity. In order to understand the implications of product architecture modularization for mass customization, the modularization function is explored by applying and simulating it to a hypothetical system. Based on this exercise and sources from the literature, a new model is introduced. Furthermore, theoretical and engineering management implications are discussed. 1