Models of the Emergence and Diffusion of Mass Customization

Mass customization is a contemporary strategy to satisfy customer needs. The connection of product fit to individual customer needs (specific to the craft production) with price typical for mass production is the assumption of this strategy. The subject of the origin of mass customization strategy was taken in the study. Selected models are discussed in the development of this strategy and the factors supporting its diffusion in various industries. The article is based on literature studies.