The paradigm shift of mass customisation research

Industrial manufacturing is a core component of a nation’s economic wealth. It is driven by technology, and its paradigm has shifted from craft production to mass production to lean production to mass customisation (MC). We identify how emerging technologies offer a new way to shift MC research focusing on the scientific communities that have been driving MC research, changes in MC throughout the years, and the technological advances that influence future research trends of MC. We then identify MC paradigms. We analyse 1,947 MC papers from 1992 to 2019 and discover the research attention changes from the perspectives of the communities and themes using topic modelling. Our result indicates that MC was explained in terms of the business and marketing strategy (BMS) and the operations management (OM), in accordance with technological development. In BMS, MC topics moved from demand uncertainty to industry transformation. In OM, topics changed from assembly line for product differentiation to additive manufacturing. We discuss the future research agenda according to the technological advances in computer-aided design, additive manufacturing, machine learning, identification technologies, virtual reality, and human–robot collaboration. Not only researchers but practitioners and policymakers can utilise our approach to analyse and formulate MC strategies considering new technologies.