Configuring Product Modularity and Service Modularity for Mass Customization Strategies

Anu Bask, Juliana Hsuan, Mervi Rajahonka, Markku Tinnilä

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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.
Original languageEnglish
Publication date2016
Number of pages3
Publication statusPublished - 2016
Event5th World Conference on Production and Operations Management. P&OM 2016 - Havana International Conference Centre, Havana, Cuba
Duration: 6 Sept 201610 Sept 2016
Conference number: 5


Conference5th World Conference on Production and Operations Management. P&OM 2016
LocationHavana International Conference Centre
Internet address


  • Modularity
  • Strategy
  • Mass customization

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