Mass Customization Production Research Articles

Mass customization and mass production

Total quality management resulting from total customer satisfaction today can mean giving every customer a product tailored specifically to his or her needs. In the past, manufacturing was usually characterized by keeping costs down with economies of scale. Mass customization can result in a challenging manufacturing environment typified by both high volume and an excellent product mix, where customers expect individualized products at the same price as they paid for mass‐produced items. Meeting this challenge requires profound changes in the manufacturing process and in organizational dynamics. Despite the potential offered by mass customization it is necessary that organizations ensure that such a strategy is the optimal route for their business before embarking on full scale mass customization.

Design by Customers for Mass Customization Products

Producing what customers need with near mass production efficiency, or Mass Customization, has become a major trend in industry. Effective definition of customer requirements is a pre-requisite for realizing mass customization. We propose “Design by Customers” as an approach for companies to communicate to customers about what the company can offer, to find out customer needs, to assist customers in making choices and to negotiate for agreements. In this paper, the design and manufacturing capabilities of a company are represented in a Product Family Architecture. Adaptive Conjoint Analysis is then applied to help customers assert their needs, define variations from base products, visualize their options and assess alternatives.

Mass customization: Implementing the emerging paradigm for competitive advantage

In many industries the dominant paradigm, ‘mass production,’ is being challenged by the emerging paradigm, ‘mass customization.’ Accordingly, many researchers posit that firms which replace ‘mass production’ with ‘mass customization’ will gain a significant competitive advantage. Based on an in-depth study of the National Bicycle Industrial Company (NBIC), this paper explores the dynamics of pursuing both mass production and mass customization strategies simultaneously. At the operational level, the paper discusses the organizational mechanisms instituted by the NBIC in order to benefit from the simultaneous pursuit of both approaches. At the competitive level, it isolates the relative contributions of both approaches to the overall competitive positioning of this firm in its industry. Based on this discussion, it provides a framework that illustrates the dynamics involved in the pursuit of both approaches. Implicitly, the paper argues that for firms competing in rapidly changing environments the ability to maintain a sustainable competitive advantage depends on the firm's capability to create knowledge by interacting both mass customization and mass production approaches. Finally, the paper concludes with managerial and research implications regarding the emerging paradigm of mass customization.