While the competitive advantage of mass customization 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 intermediaries can add new value to mass customization based business models in electronic commerce.
Reichwald, Ralf; Piller, Frank T.; Moeslein, Kathrin; and Lohse, Christoph, "Broker Models for Mass Customization Based Electronic Commerce" (2000). AMCIS 2000 Proceedings. 143.