The interactive process of mass customization

Sammanfattning: Expressing the individual personality with the help of the products, people use, and the mass customization are getting closer to our daily life. As a result, more and more companies have begun to implement mass customization in different industries. Also, flexible production becomes a key factor to win the market after more online customization appear and connect different demanders across the borders. Between companies and customers, there exists an important connection which is the interactive process influencing mass customization. An interactive process consists of three parts which are named: information about customers, trans-formation of data and use of information to produce more products. However, there are a lot of factors that will affect the interactive process and finally set thereby requirements for mass customization. During this research, the authors use a qualitative case study and deductive ap-proach to obtain a theoretical model. Through interviewees with two managers of Dooria AB and a visit of the factory in Kungsätter, the authors identified high quality approach, experienced employees, high loyalty of employees, flexibility of human capital, flexibility of production, feedback of customers, education information flow and interaction as important factors which influence the interactive process. Hence, this investigation provides insights about the interrelations between these factors. So, manager in similar industries can identify the situation of their own company and improve the efficiency mass customization.