A joint venture in mass customization

Abstract

In 1986, Azimuth Corporation, a two‐person St. Paul, Minnesota, consulting firm with an innovative marketing plan to sell signage to small business, forged a joint venture with 3M, a $10 billion corporation that wanted to find new niches for its SCOTCHCAL vinyl film.

Citation

Kubiak, J. (1993), "A joint venture in mass customization", Planning Review, Vol. 21 No. 4, pp. 25-26. https://doi.org/10.1108/eb054424