Mass Customization and Technology Functions: Enhancing Market Responsiveness

Manufacturing companies are constantly confronting the challenges of competitive markets and lack of know-how of application of technology innovations within their environments. Industries are also getting very dependable to end users' voice and satisfaction, therefore forcing them to seek appropriate organisational strategies with the aim towards creating a consistent customer experience and efficiency enhancement. The aim of this research is to investigate the impact of IT based strategies, innovative manufacturing and marketing practices within the mass customization operations within the literature review studies. Therefore, the authors aim to pursuit the current state of mass customization within the manufacturing industries and the existing challenges particularly relevant to customer experience. The findings of this study would be utilised by researchers and practitioners who seek explore integrations between demand aspects of mass customisation practices with a particular focus to technological infrastructure.