فن آوری در حمایت از استراتژی مشتری گرایی انبوه: بررسی ارتباط بین تجارت الکترونیک و مدیریت دانش

This paper explores two major interdisciplinary techniques facilitating mass customization strategies—e-commerce and knowledge management. The linkages between the two serve to validate the strategic shift toward mass customization. Internet-enabled e-commerce provides capabilities for firms to reach global buyers and suppliers and is increasingly recognized as a way to support the gathering of knowledge, specifically customer preferences. Knowledge management provides frameworks needed to manage intellectual capital as a valuable organizational resource for supporting customized preferences. Knowledge management makes mass customization a more viable strategy for manufacturers as they work to meet changing customer needs and desires. This article posits the linkage between e-commerce and knowledge management can support firms as they gather customer preferences and evaluate the data to advance mass customization. A profile for firms to assess their readiness for mass customization, specifically considering available knowledge management and e-commerce linkages, is provided along with areas for future research.