The dynamism in industrial markets and the increasing competition due to globalization and technological equivalence forces companies of the capital goods sector to rethink their business models. In this context customer solutions are considered as trendsetting. However, the individual solution of a customer’s problem poses a major challenge in terms of transforming from a product-centric mindset to a supplier of customized solution. This article analyzes to what extend the concept of mass customization can give incentives in order to successfully create and provide customer solutions.
