From Mass Customization to Customization: An Opportunity for Entrepreneurial Defferentiation


  • Timothy W. Aurand Northern Illinois University
  • Carol W. DeMoranville Northern Illinois University
  • Elisa Fredericks Northern Illinois University
  • Thomas J. Smith Northern Illinois University


 Small, entrepreneurial businesses must be able to successfully compete with both large, well-established firms and smaller, agile firms. By making use of modern technology to meet the product needs and wants of individual consumers, smaller firms can better position themselves as both mass producers and firms involved in mass customization. This study evaluates the present status of customization among smaller firms and identifies key success factors enhancing the implementation of product customization initiatives.



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How to Cite

Aurand, T. W., DeMoranville, C. W., Fredericks, E., & Smith, T. J. (2004). From Mass Customization to Customization: An Opportunity for Entrepreneurial Defferentiation. Journal of Small Business Strategy, 15(1), 49-58. Retrieved from




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