Skip to main content

Save or Share this Report

For B2C Marketing Professionals

Mass Customization Is (Finally) The Future Of Products

Apply The CURA Framework To Build A Winning Customized Product Strategy

April 15, 2011

Primary author headshot


Why Read This Report

Mass customization has long been the next big thing in product strategy. After a variety of false starts, its time has finally come. Changes in customer-facing technology are opening up new opportunities for product strategists to bring customers into product design, creating both customer loyalty and higher margins. While it will take a decade for mass customization to become widespread, product strategists should seize the opportunity to be first movers today. Product strategists can build successful mass-customization strategies by applying Forrester's CURA framework: curation, usability, resonance, and anticipation. Ultimately, mass customization holds the promise of helping bring manufacturing back to the US and EU due to the need for local production and highly skilled labor.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Tools And Templates

Best Practice Assessments

best practices icon
  • Apply The CURA Framework For Mass-Customized Product Strategies

Table of Contents

  • Mass Customization Is The Future Of Products In An Age Of Customers
  • Execution Has Hindered Mass Customization
  • Seize First-Mover Advantage In Mass Customization Today
  • Apply The CURA Framework To Succeed With Mass Customization
  • The Future: Deliver Individual Products With Rich, Pervasive Customization

  • Leverage Mass Customization To Drive Customer-Centric Product Strategies

  • Mass Customization Will Lead Manufacturing Back To The US And EU
  • Related Research Documents

Recommended Research