Postponement and Mass Customisation

Remember the advantage of the Postponement and Mass customisation is to minimise the "overall cost" of the product and increase the responsiveness of the market reaction. And it tends to be a long- term investment.
If mass customisation can be achieve, the benefit its offer is hard to estimate, since they typically involve lots of assumption about increase sales or market share due to product differentiation. It may go right to the top of the market, or it just sit there without any responses, the money had spend in the mass customise may not be worth. My personal opinion is "Think! before we act",
If the company going to use postponement manufacturing and mass customisation, they should also consider the surrounding environment. Try to ask ourselves "What if"! And always investigate the market reaction before applying mass customisation if we couldn't see any money saving of the activity.
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