UDC 658.8; JEL М31, М37, L15
Anhelko, I. V. (2025). Masova kastomizatsiya ta personalizatsiya v systemi tovarnoyi polityky pidpryyemstv [Mass customization and personalization in the commodity policy system of enterprises]. Rehional'na ekonomika - Regional Economy, 117 (3), 147-153. DOI: https://doi.org/10.36818/1562-0905-2025-3-13 [in Ukrainian].
Sources: 11

Authors



Anhelko Iryna Volodymyrivna

Ph.D. of Economics

Senior Lecturer of the Department of economics and marketing of the Academic Institute of Spatial Planning and Prospective Technologies of the Lviv Polytechnic National University

Contacts: iryna.anhelko@gmail.com

Webpages:

Resume

The article is dedicated to a comprehensive study of the essence, prerequisites, and contemporary trends in the implementation of mass customization and personalization within the enterprise product policy system. Based on a synthesis of scientific approaches by domestic and foreign researchers, the content of mass customization is revealed as a process that combines the advantages of large-scale production with product individualization, enabling enterprises to flexibly adapt their product offerings to the needs of specific segments and individual consumers. Particular attention is paid to personalization as a logical continuation and deepening of customization, focused on creating a unique consumer experience, a personalized value proposition, and the development of long-term relationships with clients. It is substantiated that mass customization and personalization represent modern evolutionary forms of differentiation strategy, allowing enterprises to enhance the individualization of product offerings, create unique competitive advantages, and ensure market stability. At the same time, these approaches impose new requirements for the integration of marketing, production, and information processes, which is especially relevant in the context of business digital transformation, e-commerce development, and the use of big data to predict consumer behavior. The main forms and mechanisms of product personalization are identified and described, along with a comparative analysis of mass customization and personalization according to key parameters, revealing their advantages and limitations. The results obtained allow mass customization and personalization to be viewed not only as marketing tools but as an integrated component of the enterprise’s strategic development, aimed at enhancing product competitiveness, customer loyalty, and the effectiveness of marketing strategies. It is concluded that the implementation of these approaches is undoubtedly necessary for ensuring sustainable enterprise development, and further research should focus on developing interdisciplinary models and empirically testing the effectiveness of mass customization and personalization across various sectors of the economy.

Keywords:

marketing product policy, personalization, mass customization, marketing strategy, product individualization, customer orientation

References


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