Configuring Product Modularity and Service Modularity for Mass Customization Strategies

Service modularity is an emerging field of research, and there has been a growing interest on how it can contribute to service design and operations management. In this study we develop a framework to assess configurations of the bundling of products and services through modularization strategies, and how such configurations become the foundations for mass customization strategies. As a result we identify critical characteristics that are relevant for both product and services, and suggest a conceptual framework consisting of twelve dynamic mass customization strategies with paired product and service modularity. Case examples are used for illustration of different strategies.