An Introduction to Personalization and Mass Customization

Juha Tiihonen*, Alexander Felfernig*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Mass customization as a state-of-the-art production paradigm aims to produce individualized, highly variant products and services with nearly mass production costs. A major side-effect for companies providing complex products and services is that customers quite often get confused by the high variety and do not make a purchase. Personalization technologies can help to alleviate the challenges of mass customization. These technologies support customers in specifying products and services that fit their wishes and needs in a fashion where decision and interaction efforts with sales support systems are significantly reduced. We provide a short overview of related research and the articles that are part of this special issue on Personalization and Mass Customization
Translated title of the contributionEine Einführung in Personalisierung und Mass Customization
Original languageEnglish
Pages (from-to)1-7
Number of pages6
JournalJournal of Intelligent Information Systems
Publication statusPublished - 15 Mar 2017


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