Operationalizing Mass Customization Through Product Architecture and Configuration in a Regulated Manufacturing SME: An Action Research Approach Validated Through a Case Study

The advent of digital technologies, increasing competition, market globalization, and the fourth industrial revolution compel organizations to rethink their operating models to sustain competitive advantage. At the same time, increasingly informed consumers expect higher levels of personalization, responsiveness, and cost efficiency. In this context, mass customization has emerged as a strategic response enabling firms to deliver tailored products while maintaining acceptable levels of cost, lead time, and operational efficiency. However, operationalizing mass customization remains particularly challenging for small- and medium-sized enterprises (SMEs), especially within normative environments characterized by regulatory and compliance requirements affecting product architectures and manufacturing processes. Although the literature highlights modular product design and product configuration as key enablers, it lacks a structured strategy for their implementation in such contexts. This article aims to develop and validate an operational strategy for mass customization based on these two levers. The methodology adopts an action research approach structured through a hybrid Agile–Stage-Gate framework and validated through its application to a representative portion of the product architecture within a case study. The results highlight the structured integration of variability analysis, modular product design, and configuration logic into an operational process, supporting the management of complexity and the implementation of mass customization in manufacturing SMEs.