THE EFFECT OF MASS CUSTOMIZATION ON COMPETITIVE STRATEGY (THE CASE OF ADDIS ABABA TANNERY S.C & TIKUR ABBAY SHOE S.C) A THESIS SUBMITTED TO SCHOOL OF GRADUATE STUDIES IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION IN MANAGEMENT BY: ABDETA GUTU WAKOYA ADDIS ABABA UNIVERSITY COLLEGE OF BUSINESS AND ECONOMICS DEPARTMENT OF MANAGEMENT MBA PROGRAM ADVISOR: DR. YITBAREK TAKELE NOVEMBER, 2013 ADDIS ABABA, ETHIOPIA