The Main Justifications for Successful Introduction of Mass Customization Strategy

Abstract

The purpose of the study was to determine the recognition degree of the main justifications for successful introduction of mass customization strategy (whether the market is heterogeneous; whether customers’ preferences are changeable with time; whether the demand is unstable (turbulent market)) in apparel shareholding industrial companies in Jordan. Afield study was conducted to collect data from managers concerned about the variables of the study. Questionnaires have been distributed to (44) manager and (40) were recovered. The population of the study were (8) apparel companies in Jordan. Data were collected from: marketing managers, product managers, product design managers, directors of research and development, in each of the eighth companies, and manager is considered the unit of analysis in this study. The most important  results of the study were as follows: The extent to which apparel shareholding industrial companies in Jordan recognize of the main justifications for successful introduction of mass customization strategy is moderate to low. There is a difference in the degree of  recognition to the main  justifications for successful introduction of mass customization strategy attributed to the following variables: administration responsible for MC strategy application in the company, the existence of organizational  marketing unit in the company, the company's ownership, whether the company is exporter or not.

Keywords: Mass Customization, justifications of mass customization Strategy implementation.