The phenomenon of mass personalization and customization

One of the desirable goals for a company is to achieve sustainable competitive advantage. Scientists and practitioners of management are developing new strategies for this. One of them is a strategy of mass personalization and customization. The rapid development of information and communication technologies allows companies to personalize marketing communications with customers and receive mutual benefits from maintaining long-term relationships with them. The era of the implementation of a business model based on the principle of individualism, addressed to the mass consumer, has begun. Dialogue and participation in the process of creating a product increases the importance of an individual client for a company. Consumers see the benefits of tailoring products to their needs and therefore agree to provide data about their preferences. The article provides the evolution of this strategy, limitations and opportunities, determinants and an overview of case studies. In the last part of the article, the authors put forward a revolutionary direction in the evolution of this strategy - 3D printing, which will dramatically reduce the cost of production and at the same time maximize the individualization of products.