Utilization of Mass Customization in Construction and Building Industry

Abstract

Mass customization has since its introduction been utilized successfully in industry as a means to meet customers’ unique needs. The customization process has been subject to optimization with shifting focus over the last two decades, and results of this research have been a presentation of several cornerstones to achieve and utilize mass customization. Recent research indicates that Danish industry in general has increased its productivity six times over the last 50 years, whereas construction and building industry only doubled its productivity. Many different explanations are given for this; however, a common theme is that every project is different and highly customized, which indicates that mass customization may have potential to increase efficiency in this sector. This paper analyzes the construction industry in relation to existing mass customization theory and frameworks, to identify applicable elements of mass customization, and in which areas challenges can be expected in applying mass customization.

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