Proposal of a Reference Framework to integrate Sustainability and Mass Customization in a Production Paradigm

Mass customization strategy is applied by firms in order to make them more customer-oriented and make each individual customer a source of opportunity and hence profit for the firm. Sustainability on the other hand brings not only ecoefficiency for the company, but also has a great impact on economic efficiency and social perspective of the firm. Hence integrating these two concepts together to develop a new strategy of sustainable mass customization can create a significant value for companies in today’s globally competitive environment. This research aims at introducing a reference framework to implement sustainable mass customization