Is the purchase of standardized products or services by large numbers of customers. Traditionally, it has been associated with mass production and the techniques of Fordism. However, some recent commentators (see post-Fordism and flexible specialization) argue that there has been a demise of mass consumption and mass production, and a growth in forms of work organization that allow for greater variation in the production of goods and services to meet the demands of increasingly discerning customers, constituting increasingly differentiated niche markets. [See mass customization.]
Subjects: Media Studies — Human Resource Management.