An integration of fuzzy analytic network process and fuzzy decision making for mass customization strategies

Mass customization (MC) relates to the ability to provide customized products or services through flexible processes in high volumes and at reasonably low costs. There exist different strategies for the degree of customization in product development. Determining the right strategy of customization is essential to the competitiveness of a company. To support managerial decision making, this paper proposes an integrated strategic evaluation framework based on the fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL) and the fuzzy Analytic Network Process (ANP) to assess effectively MC strategies in product development process with a real case study