Changes in industry conditions fragment mass markets into niches where mass customization arises to challenge existing strategic positions. In today’s dynamic, the challenge is therefore to achieve individual demand though integrating users into design and manufacturing of a product. It proposes a design management framework and uses it to capture and reconfigure a set of relevant case studies pertaining processes: quotation, design, manufacturing, assembly, distribution, and servicing. The article develops a new conceptual framework for mass customization strategies and test it based on empirical evidence. The new schemes proposed here provide an education tool to deploy and implement mass customization strategies, a buyer-driven model to support managers in designing supply chain strategies.