Abstract
This paper conducts a cost-benefit analysis on a new business concept “Segment-Based Mass Customization.” By formulating a theoretical model based on an economics principle, the research provides a point of view to rethink the bridge between marketing and economic theories in today's turbulent market environment. It contributes powerfully to the understanding of how basic economic theories can be integrated with a new conceptual segmentation thought used in marketing and lays the groundwork for future empirical applications.