Abstract
Purpose This paper aims to study the impact of innovation climate (IC) on co-creating modular mass-customisation (CMMC) in terms of cost effectiveness, volume effectiveness, responsiveness, product modularity and collaborative assembly. Additionally, this research paper investigates the effect of IC and CMMC on the value to customer (VC) in a modular jewellery emerging market that includes international companies. Design/methodology/approach After conducting a comprehensive literature review, the authors suggested a conceptual framework and examined it using mixed methods approach. In addition to qualitative focus groups, questionnaires were filled – across five-point Likert scale format – through 63 depth interviews carried out with subject-matter-experts working at 14 international organisations in the Egyptian modular jewellery market. SmartPLS software was used for structural equation modelling analysis. Findings Results showed that CMMC positively and significantly affects VC. Furthermore, IC positively and significantly affects both CMMC and VC. Practical implications Recent industrial developments that can be observed in such international modular jewellery sector can be enhanced by the empirical evidence of this research regarding the importance of developing IC for more creative manufacturing approach of modular mass-customisation and better VC. Originality/value To the best of our knowledge, it is the first empirical study that investigates the relationship between CMMC, IC and VC in a unique jewellery market, which recently generated high customer involvement in the assembly/reassembly processes. Conceptually and empirically, it consolidates and adds to the literature of production and operations management (mass-customisation), organisational studies and innovation science (organisational climate for innovation) and applied social sciences.
Highlights
As customers’ needs change, competitive intensity increases requiring companies to evolve its manufacturing strategies in order to cope with that continuous change (Huang et al, 2010; Jitpaiboon et al, 2013)
There is a lack of studies that investigated the relationship between the innovation climate (IC), co-creating modular mass-customisation (CMMC) – in terms of cost effectiveness, volume effectiveness, responsiveness, product modularity, and collaborative assembly – and value to customer (VC) in a creative jewellery market, which recently generated higher customer involvement in the assembly/reassembly and remix processes of its product modules/charms
This paper investigated the IC according to the perceptions of subject-matterexperts (SMEs) in the modular jewellery companies about the IC practices held by their institutions, which can lead to innovative process/product and enhanced VC
Summary
As customers’ needs change, competitive intensity increases requiring companies to evolve its manufacturing strategies in order to cope with that continuous change (Huang et al, 2010; Jitpaiboon et al, 2013) One of these evolved functional strategies is masscustomisation, which can integrate the best of two manufacturing approaches; namely customisation and mass production (Ulrich et al, 2003; Comstock et al, 2004; Kamrani et al, 2012). There is a lack of studies that investigated the relationship between the IC, co-creating modular mass-customisation (CMMC) – in terms of cost effectiveness, volume effectiveness, responsiveness, product modularity, and collaborative assembly – and value to customer (VC) in a creative jewellery market, which recently generated higher customer involvement in the assembly/reassembly and remix processes of its product modules/charms. The authors of this research were encouraged to study this relationship in such unique evolving market
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