Today's customers are demanding quality, style, and uniqueness over homogeneous products. The purpose of this paper is to explore the information technology (IT) components to meet these unique and changing consumer desires to support a mass customization strategy.
Specifically, two emerging and supporting technologies – e-commerce and knowledge management – are considered. The role of e-commerce is vital to capturing information resulting from customer feedback and electronic interactions.
Knowledge management or on-going learning from customers and stakeholders is necessary to continually develop and refine product and service offerings for customization.
consumers in a co-design process to learn exactly is wanted in services and product features