IMD-6-0312 © 2008
Nie, Winter; Vollmann, Thomas E.
A world-wide company specializing in pumps, Grundfos, had its corporate headquarters and largest manufacturing plant in Denmark. To distinguish itself from competitors, they offer a great range of products through mass customization.
The instance is about how they did mass customization, what was the key to implementing mass customization, and what value propositions went with the mass customizations. Learning objectives: Comprehend mass customization in B2B.
Subjects: Mass customization; B2B
Settings : Denmark; Pumps; 2007 sales of DKK 16.8 billion; 16,457 employees; 2008
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