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Journal article

Mass Customization: Japan's New Frontier

Abstract:

Mass customization — making products tailor-made for each individual buyer, in which even the base components are varied — sounds impossible. Yet it is a reality in Japan and represents a new Japanese competitive advantage. Roy Westbrook and Peter Williamson, reflecting on many visits to Japan, identify a new generic strategy — mass customization — in the story of continuous growth fuelled by response to crisis, so revered in Japan. The authors cite case studies of Melbo (mens' clothing) an...

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Publication date:
1993-03-01
UUID:
uuid:0d364dd0-134b-4bbd-86a5-4022903e7ded
Local pid:
oai:eureka.sbs.ox.ac.uk:1843
Deposit date:
2012-01-26

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