Mass customization (MC) is often presented as the unavoidable solution to providing customers with a large diversity while controlling cost and time. This article tackles the dilemma of Alpina, a Slovenian shoe maker. This real case study is used to test and validate a framework to decide whether or not it is of benefit for the company to further develop mass customization. The framework is formed of a conceptual model for modeling value networks, a methodology for strategic decision making and then a simulation tool dedicated for value networks. The methodology considers the customization offer, the customer order decoupling point (CODP) and the network structure and behavior simultaneously as decision variables. Computational results illustrate the fact that MC is not always the right solution.