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Discussion Board 1 Key Concept Analysis

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Customization of Products or Services
Discussion Board 1 Initial Thread
James Tompkins
Liberty University

Key Concept Explanation
Customization in industry is simply the offering of a product or service suited exactly to the customer’s desires, needs, or specifications. While this sounds as simple as “give the customer what they want,” a myriad of issues in flexibility, ability, adaptability, transparency, and profitability exist that can dilute the attraction to customization by a firm. Companies are discovering that they can elevate customer loyalty and engagement by utilizing customization to boost sales and gain market share by fulfilling the customer’s desire (Spaulding & Perry, 2013). In general, customers who buy customized …show more content…

A company must essentially be able to transform themselves and how they normally do things depending on the customer's preferences. In a company’s transformation for customization, they must consistently deliver high-quality outputs, without compromising quality, while the company’s offerings retain a reasonable cost. Customizing services in the new digital age can be accomplished several ways in that companies can follow purchasing trends of customers, record items purchased, and even reach the customer in digital communication with incentives, special buys, coupons, and limited edition products to further ascertain the customer’s product …show more content…

H., & Pine II, B. J. (1997, February). The Four Faces of Mass Customization. Retrieved from https://hbr.org/1997/01/the-four-faces-of-mass-customization
In this article, Gilmore and Pine disclose that there are four distinct approaches to customization involving collaborative, adaptive, cosmetic and transparent types. Gilmore and Pine further delve into what the definitions involving the differing types of customization and discuss the how and why managers should decide upon as to which customization design to incorporate. Once the type of customization is decided upon to be used in the production of the product/service, managers will have to decide also which form of customization to incorporate into designing, or redesigning a product, process, or business unit.
Lau, W. K. (n.d.). Factors influence on success mass customization. Retrieved from

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