Abstract
A Mass Customisation model is discussed as a competitive positioning strategy in the marketplace adding value to the customer’s end-use. It includes the user as part of the construction process responding to the customer’s demands and wishes. To the present day, almost all proposals for Mass Customisation have been focused on the design phase and single family houses. The reality is that the processes carried out in the work execution are so inefficient that the costs of the Mass Customisation models are assumed by the customer and they do not offer solutions that support the change management. Furthermore, this inefficiency often makes Mass Customisation unfeasible in terms of deadlines and site management. Therefore, the present proposal focuses on achieving the paradigm of Mass Customisation in the traditional residential construction complementary to the existing proposals in the design phase. All this through the proposal of a framework for the integral management in the work execution, which will address change management introduced by the users offering an efficient and productive model that reduces costs in the process. This model will focus on the synergy between different strategies, techniques and technologies currently used in the construction management (such as Lean Construction or Six Sigma), together with, other strategies and technologies that have proven to be valid solutions in other fields (such as Business Process Management, Service Oriented Architecture, etc.).
Highlights
Mass Customisation in Housing MarketMass Customisation is emerging as an inevitable strategy to ensure competitiveness in a customer-oriented market [1], this means to satisfy more closely the individual wants and needs of the customers, by providing a wide variety of options and individual customisation at prices comparable to standard goods [2]
A new agile and flexible approach is needed to satisfy the initial customers’ requirements, and to provide a greater ability to adapt to their needs as they evolve [7] with the same cost as in mass production [8]
One of the most emerging approach to improve organizational effectiveness is the application of Lean Philosophy [14] to construction, which is consider as a part of a “cost leadership [15]” competitive strategy [16] that maximize customer value while minimizing waste
Summary
Mass Customisation is emerging as an inevitable strategy to ensure competitiveness in a customer-oriented market [1], this means to satisfy more closely the individual wants and needs of the customers, by providing a wide variety of options and individual customisation at prices comparable to standard goods [2]. The short-term challenge for the industry is to increase efficiency by reducing these barriers at the same time the communication and negotiations are improved bringing simplicity to the management, and providing added value to the product This requires the adoption of a new management model that makes feasible Mass Customisation in property developments, allowing the satisfaction of the customer requirements, accentuating the competitive advantage of firms. One of the most emerging approach to improve organizational effectiveness is the application of Lean Philosophy [14] to construction, which is consider as a part of a “cost leadership [15]” competitive strategy [16] that maximize customer value while minimizing waste Another upward trend to increase productivity is the implementation of Information and Communication. The rest of the paper is structured in the following way: In Section 2 a review and analysis about the state of art of the research proposals and related works is done; in Section 3 the research methodology is explained;, in Section 4 the problems and weaknesses associated with the current process are described; in Section 5 partial solutionsare presented and the integrated management model proposed; in Section 6 an use case implementation and validation is defined,and in Section 7, the main contributions and main conclusions of the research and the way forward for future research are presented
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