The mass customization decade: An updated review of the literature

Economic implications of 3D printing: Market structure models in light of additive manufacturing revisited

The opportunities of mass customization are acknowledged as fundamentally positive by theoretical and empirical studies for many years. Many companies are already operating on this new business model successfully. But most of them are rather small start-ups which utilize the novelty effect of mass customization to enter mature markets. Large scale mass customization operations are still limited to a few examples. The objective of this paper is to analyze the recent state of mass customization practice by answering four basic questions which are frequently raised by managers and scholars when talking about the challenges of this approach: Do customers need customized products? If yes, what prevents them from purchasing these offerings? Do we have the enabling technologies for mass customization? And why do many firms fail during and after the introduction of mass customization? To answer these questions, this paper develops twelve propositions. These refer to terminological problems, a shortage of reliable information about the real demand for customized products in various markets, the state of implementation of configuration technologies, lack of management knowledge about organizational and strategic capabilities of mass customization operations, and the demand for sincere change management activities. These issues may explain why the present state of practical implementation of mass customization lacks behind the description and discussion of the phenomenon in the management literature.

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Mass Customization: Reflections on the State of the Concept

Linking strategic flexibility and operational efficiency: the mediating role of ambidextrous operational capabilities

https://isiarticles.com/bundles/Article/pre/pdf/50567.pdf

Linking learning and effective process implementation to mass customization capability

https://nottingham-repository.worktribe.com/preview/1021968/Fundamental_modes.pdf

Fundamental Modes of Operation for Mass Customization

The chapter introduces the concept of product key value attributes (KVA) for understanding Mass Customization (MC). The customization potential and desirability of product attributes may be explained in this light. The concept provides a basis to understand the spectrum of MC strategies and the challenges that MC poses operationally. A number of conceptual models are introduced to explore both customization potential and desirability with respect to the customer and the producer. The challenges that MC poses for the design of effective operational systems and for strategy formulation are identified in the context of KVAs. A classification of different types of key value attributes is described and their operational implications discussed. The ideas are examined in the context of the market environment in which MC takes place. The impact of proliferation of product variety is highlighted. The nature of the customer is considered and the need to include business customers demanding product differentiation is noted.

Key Value Attributes in Mass Customization

Mass customization excites interest across both the research community and business and industry. However there are issues and question marks over what it means and how it may be realized. More evidence of practice is required to understand the implications of adopting a mass customization strategy. This chapter presents five case studies from a range of sectors — bicycles, computer assembly, communications components, mobile phones and commercial vehicles — and analyzes their approaches to customization as well as their modes of operations. The type of the customization practiced by these different businesses is identified in terms of dimensionality (fit/size), hardware functionality, software functionality, properties of the whole product, grade, quality level, aesthetics and style, personalization, literature and packaging. All five businesses offer more than one type of customization. The implications of customizing different product attributes are discussed. The operational modes observed in the case studies are analyzed with respect to a typology of five modes of mass customization presented elsewhere. The reasons why different operational modes occur in different environments are speculated on. The chapter contributes to understanding both the potential for mass customization and the constraints under which real mass customizers may operate.

Examination of Mass Customization Through Field Evidence

Air transport has a considerable impact on tourism, trade and other aspects of society, and the industry that constructs and maintains aircraft is a major employer and wealth generator. Many nations have made substantial investments aimed at developing and retaining world-class aerospace design and manufacturing capabilities; if these resources are to be deployed to best effect, the aerospace industry needs a means of understanding, describing and analysing the future business environment, in order to formulate strategies that minimise risks. To address this need, the VIVACE (Value Improvement through a Virtual Aeronautical Collaborative Enterprise) programme, funded under the European Union's 6th Framework scheme, includes a work package that addresses business case modelling for the extended enterprise. The partnership for this task includes the University of Nottingham, Rolls-Royce and Volvo Aero Corporation. Based upon research conducted within the partnership, and taking into account supplier and customer needs at various stages in the supply network and the after-market sector, this paper presents a methodology to support and promote strategic thinking in the aerospace business environment, from a broad range of perspectives.

Johanna Bramham

Papers

Fundamental Modes of Operation for Mass Customization

Key Value Attributes in Mass Customization

Examination of Mass Customization Through Field Evidence

Scenario planning in the aerospace business environment - the VIBES approach