Mass Customization and Country-of-Origin Effects in B2B.

Both country-of-origin (COO) effects and Mass Customization (MC) have received extensive attention in research. However, there have not been assessed nor identified COO effects in MC literature. In practice, a number of MC companies both in B2B and B2C are communicating the COO of their products on their website and/or during the configuration process. Through a number of expert interviews, this exploratory research study aims to assess if there may be COO effects in B2B MC, and to determine the B2B research subjects to be able to investigate COO effects in MC. This paper presents preliminary results of an ongoing research study.