Tim Mosig, Leontin Grafmüller, Claudia Lehmann

• The mass customization (MC) business model has gained wide recognition in practice. In theory, the topic was considered on a rather general level or focused on the B2C segment. However, there is littleresearch on business models in B2B markets. Particularly for specialized SMEs in high-wage countries, MC seems highly promising due to its efficiencies. The textile industry represents an example for narrow-specialized SMEs, especially focusing on the German market. The data we collected during 29 on-site visits through 33 interviews allowed us to map the three most common business model patterns of this industry regarding their characteristics in the B2B domain. _x000D_ Keywords business models, B2B, mass customization