Is it possible to be successful in mass customization in imperfect conditions ? If yes : how do companies manage these ? A case study of Bivolino and my M&M’S

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Supervisors: Van Vyve, Mathieu
Faculty: Louvain School of Management
Degree label: Master [120] en Ingénieur de gestion
Abstract: This thesis aimed at finding out whether it is possible to be successful in mass customization when not all success factors are met, and, if so, how to manage this lack. In order to do so, extensive literature review - to have a thorough understanding of the concept of mass customization and to find out the list of all success factors - and case study research - to uncover which factors are not necessary and how this lack was managed - has been done. The case study research revealed to be the best method for this thesis according to Yin (2014), which was about two successful mass customizers, namely Bivolino who produces shirts, and My M&M's who produces chocolate candies. There are three key takeaways of this study. First of all, it can be concluded that it is indeed possible to be successful in imperfect conditions. Secondly, solutions to tackle the absence of seven success factors were revealed. But most surprising was the absence of a need for the product, which can be created by the company, and the high prices compared to similar standard goods, two factors that seemed indispensable for successful mass customization. Time will tell if these findings will lead to an increased number of mass customizers, who previously were deterred of adopting such a strategy, and to new types of mass customization.