Broker Models for Mass Customization based Electronic Commerce

While the competitive advantage of mass customiza-tion has been widely substantiated in management theory since more than a decade, its implementation in business can be observed just within the last years. In this paper we demonstrate how modern Internet technologies and possibilities of e-business work as success factors for mass customization. Especially, we deploy how inter-mediaries can add new value to mass customization based business models in electronic commerce. Mass Customization and Electronic Commerce The objective of mass customization is to deliver goods and services for a (relatively) large market which exactly meet the needs of every individual customer wit