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

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.