Business Model Patterns of B2B Mass Customizers: The Case of German Textile SMEs

Tim Mosig, Leontin Karl Grafmüller, Claudia Lehmann

The mass customization (MC) business model has gained wide recognition in practice. In theory, the topic was considered on a rather general level or focused on the B2C segment. However, there is little research on business models in B2B markets. Particularly for specialized SMEs in high-wage countries, MC seems highly promising due to its efficiencies. The textile industry represents an example for narrow-specialized SMEs, especially focusing on the German market. The data we collected during 29 on-site visits