期刊名称：SINERGIA - Revista do Instituto de Ciências Econômicas, Administrativas e Contábeis
印刷版ISSN：2236-7608
出版年度：2012
卷号：14
期号：2
页码：73-84
语种：English
出版社：Universidade Federal do Rio Grande, FURG. RG/RS - BRASIL.
摘要：Mass Customization (MC) has been used increasingly as an important strategy in innovative organizations. Among the many issues in the literature, there is a lack of clear and objective evidences of the main aspects and requirements to differentiate the marketing function when applied to the paradigm of MC strategy. This study identifies and describes the differences and implications of the marketing function applied to two extreme strategies (Mass Production and Mass Customization), emphasizing the importance of such function for the strategy success. Therefore, a set of Migration Strategies are brought up, which facilitate companies to move from their current strategy to the MC one. Requirements such as (i) Capacity of Communication and (ii) Flexibility in Production and Logistics also are shown as essentials in helping the marketing function within the MC strategy. Finally, relevant considerations on key issues for adopting the MC strategy are discussed
关键词：Customização em massa;Personalização;Função de Marketing;Estratégia de Produção.
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