Classification of mass customisation: a Socio‐Technical System perspective

Mass customisation from Socio‐Technical System (STS) perspective provides an integrative view that corrects the imbalance stemming from over‐emphasising the role of particular functions (e.g., marketing, operations and#47;or strategy). Building on some seminal articles in this area, we have endeavoured to generate a classification model that implies effective management of work‐related and organisational factors for mass customisation. In doing so, this paper expands STS‐related mass customisation literature and provides a possible direction for future empirical study. Managerial implication for managing mass customisation is also provided.