Research demonstrate that the productivity in the Danish building and construction industry has only doubled over the last fifty years, whereas the manufacturing industry has increased six times. Utilization of mass customization as a strategy has achieved results in the manu-facturing industry in terms of increasing productivity and competitiveness, so the strategy might have potentials in the building and construction industry as well. However, mass cus-tomization as a strategy improving the productivity of the building and construction industry has not been explored as much as in the manufacturing industry. The purpose of this paper is to analyze the assumptions and possibilities for applying the principles of mass customiza-tion related to establishing an adaptable integrated system of entities in the value chain of the building and construction industry The outset of the paper is a literature review con-cerning the utilization of mass customization as a strategy in terms of increasing productivi-ty within the building and construction industry. An essential part of the paper is a case study of 11 building and construction companies and an analysis of the conditions for coop-eration between the entities in the value chain of the building and construction industry. The paper induce to which extent it makes sense to talk about utilization of mass customization by applying the Industry Foundation Classes (IFC) and standardization initiatives of the construction industry provided by buildingSMART, and at the same time harvesting the ben-efits of the mass customization.
DOI number: 10.14424/ijcscm901019-60-80