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Mass Customization as Aided Value Tool in New Product Development Process

Valentina Gecevska, Vanco Donev, Radmil Polenakovik

Nowadays, intensive market competition brings new strategies of manufacturers and retailers as is mass customization, or the indvidualizing of standard products and services to meet the specific needs of each customer. Mass Customization (MC) is the result of a more self-aware type of customer who demands more choice and more involvment. Small and medium enterprices , through their flexibility advantages and closeness to customers, potentially can increase their sales volume in economic downtourns. Smaller firms and those producing made-to-order products were most likely to have realized increased sales volume. Small and medium enterprises competitiveness is based more on working closely with customer to produce fully customized products.