Increasingly, companies are adopting mass customization as a business strategy to meet increasing customer demand for product variety to help compete in the global marketplace. This paper examines the effects and impacts of Information Technology (LT) on mass customization and how various IT tools are used as customizing mediums to enable mass customization and provide unique value to customers in the most efficient way possible. Examples are drawn from companies who leveraged IT technologies in their mass customization efforts. Recognizing the critical value of technology professionals, this paper further discusses IT professionals' roles and how they are an integral part of the mass customization decision process. Additionally, some of the challenges that companies face when attempting to adopt Information Technology as an instrument to enable mass customization are examined. In this process, some possible solutions to these challenges are explored. Finally, some of the benefits and outcome of mass customization are discussed.

Library of Congress Subject Headings

Electronic commerce; Internet marketing; Information technology; Mass media--Technological innovations

Publication Date


Document Type


Student Type


Degree Name

Information Sciences and Technologies (MS)

Department, Program, or Center

Information Sciences and Technologies (GCCIS)


Anne Haake

Advisor/Committee Member

Ed Holden

Advisor/Committee Member

Deborah Coleman


Physical copy available from RIT's Wallace Library at HF5548.32 .L558 2003


RIT – Main Campus