Do you offer standardized or customized products?
Companies that follow a standardized product strategy sell products that do not vary much, if at all. Even Dell, whose assemble-to-order computers vary more than mass-marketed products, sells products that can be considered standardized. A knowledge management strategy based on reuse fits companies that are creating standardized products.
A company sells customized products and services if most of its work goes toward meeting particular customers’ unique needs. Because those needs will vary dramatically, codified knowledge is of limited value. Companies that follow a customized product approach should consider the personalization model.