Is mass customization really the best way to deliver variety to consumers? Today, mass-customized products seem to be everywhere. Levi-Strauss sells custom-fitted jeans. Andersen Windows can build a window to fit any house. Consumers can get their names printed, sewn or embossed on nearly anything. But managers beware: Do not be seduced by the gaudy banner of mass customization. There are several ways to deliver variety, and mass customization may not always be the best.
大規模定制真的是最好的方式為消費者提供各種？今天，大規模定制的產品似乎無處不在。
列維 - 斯特勞斯銷售定制合身的牛仔褲。安徒生Windows可以建立一個窗口，以適應任何房子。
消費者可以得到他們的名字印刷，車縫或浮雕上的幾乎任何東西。
但是，管理者要注意：不要被誘惑的大規模定制的華而不實的旗幟。
有幾種方法，提供品種，大批量定制的不一定是最好的。
So argues Paul Zipkin, professor of business at Duke University's Fuqua School of Business. Mass customization actually requires unique operational capabilities. Several elements have to work well ¿ individually and together ¿ to ensure that mass customization is a plausible business strategy. Those key capabilities are elicitation (a mechanism to interact with the customer and obtain specific information); process flexibility (production technology that fabricates the product according to the information); and logistics (subsequent processing stages and distribution that are able to maintain the identity of each item and deliver the right one to the right customer). Not all companies ¿ or industries ¿ will be able to master these capabilities.
因此認為，業務杜克大學Fuqua商學院教授保羅·基普金。
大規模定制實際上需要獨特的作戰能力。
幾個元素以及個別及共同工作，以確保大規模定制是一個合理的商業策略。
這些關鍵功能是啟發式（一種機制，與客戶互動，並獲得特定的信息）;過程的靈活性（據有關資料，編造產品的生產技術）和物流（後續處理階段和分佈是能夠維持的身份每個項目，並給正確的客戶提供正確的）。
並不是所有的公司或行業，將能夠掌握這些能力。
Moreover, demand for customization is limited and likely to remain so. Current technology can support large-scale customization only for a few attributes of a few products. For mass customization to deliver real value, people must have sharply differing preferences for certain attributes. This signals opportunities for industries such as apparel, sports equipment and building accessories. But it also means that mass customization is not for every company.
Managers should seek opportunities to add value through variety, Zipkin advises. But before committing their companies to a mass-customization strategy, they need to carefully analyze the technology, demand and costs and benefits.
此外，對定制的需求是有限的，可能繼續如此。
目前的技術可以支持大規模定制，只有少數產品的幾個屬性。
對於大規模定制，以提供真正的價值，人們必須有大幅某些屬性的不同喜好。
這個信號的機會的行業，如服裝，運動器材和建築配件。但這也意味著，不是每家公司的大規模定制。
管理者應該尋求通過各種增值機會，基普金建議。但在此之前提交他們的公司到大規模定制策略，他們需要仔細分析技術，需求和成本及效益。
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