An Empirical Based Proposal for Mass Customization Business Model in Footwear Industry

This research aims at developing a business model for companies in the footwear industry interested in implementing Mass Customization with the goal of offering to the market products which perfectly match customers’ needs. The studies on mass customization are actually mostly focused on product development and pro-duction system aspects. This study extends the business modeling including also Sup-ply Chain aspects. The research is based on analyzing Mass Customization applica-tion in reality, within some companies operating in footwear industry. The business model canvas proposed by Osterwalder and Pigneur (2010) is used as a reference structure for the analysis. Through the real cases of Mass Customization implementa-tion, a business model proposal is developed as an attempt to generalize the empirical findings.