Abstract: ABSTRACT
The purpose of the study was to determine the recognition degree of the main justifications for successful
introduction of mass customization strategy (whether the market is heterogeneous; whether customers’
preferences are changeable with time; whether the demand is unstable (turbulent market)) in apparel
shareholding industrial companies in Jordan. Afield study was conducted to collect data from managers
concerned about the variables of the study. Questionnaires have been distributed to (44) manager and (40) were
recovered. The population of the study were (8) apparel companies in Jordan. Data were collected from:
marketing managers, product managers, product design managers, directors of research and development, in
each of the eighth companies, and manager is considered the unit of analysis in this study. The most important
results of the study were as follows: The extent to which apparel shareholding industrial companies in Jordan
recognize of the main justifications for successful introduction of mass customization strategy is moderate to low.
There is a difference in the degree of recognition to the main justifications for successful introduction of mass
customization strategy attributed to the following variables: administration responsible for MC strategy
application in the company, the existence of organizational marketing unit in the company, the company's
ownership, whether the company is exporter or not.