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Mapping the Scientific Research on Mass Customization Domain: A Critical Review and Bibliometric Analysis

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  • Gedas Baranauskas

    (Institute of Leadership and Strategic Management, Mykolas Romeris University, Ateities str. 20, LT-08303 Vilnius, Lithuania)

  • Agota Giedrė Raišienė

    (Institute of Leadership and Strategic Management, Mykolas Romeris University, Ateities str. 20, LT-08303 Vilnius, Lithuania)

  • Renata Korsakienė

    (Faculty of Business Management, Vilnius Gediminas Technical University, Saulėtekio al. 11, LT-10223 Vilnius, Lithuania
    Department of Strategic Management, The General Jonas Žemaitis Military Academy of Lithuania, Šilo Str. 5A, LT-10322 Vilnius, Lithuania)

Abstract

Researchers of the Mass Customization domain face not only challenges of proper and timeless identification of latest practical trends, but also difficulties in rational analyses on the numerous existing scientific studies in this field as well as a need for a comprehensive and multidimensional state-of-the-art overview of the Mass Customization research domain in the last three decades. Therefore, the present research article aims to provide a critical standpoint and reveal the main research directions and content at systemic, bibliometric and historical research levels in the period of 1990–2020. Four types of bibliometric clustering techniques and a visualization of results in a format of two-dimensional maps by the VOSviewer software were applied in the analysis on 1783 scientific papers from the Clarivate Analytics Web of Science Core Collection. The analysis reveals six historical periods in the Mass Customization research domain, from which, in the last three decades, three are identified as influencing modern Mass Customization research areas and objects. Results confirmed a shift from a stand-alone scientific approach to the customization of tangible products in the manufacturing field and their risk management, to a hybrid scientific approach with a focus on the customization of non-tangible products and personalized customer behavior in online environments.

Suggested Citation

  • Gedas Baranauskas & Agota Giedrė Raišienė & Renata Korsakienė, 2020. "Mapping the Scientific Research on Mass Customization Domain: A Critical Review and Bibliometric Analysis," JRFM, MDPI, vol. 13(9), pages 1-20, September.
    • Handle: RePEc:gam:jjrfmx:v:13:y:2020:i:9:p:220-:d:416790
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    References listed on IDEAS

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    1. Baranauskas Gedas, 2021. "Application of customisation and personalisation in digital solutions of the non-life insurance market: a case study of Lithuanian, Latvian and Estonian e-sales platforms," Engineering Management in Production and Services, Sciendo, vol. 13(2), pages 68-82, June.

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