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From mass production to mass customization: The case of the National Industrial Bicycle Company of Japan

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  • Kotha, Suresh

Abstract

By means of a detailed study of the National Industrial Bicycle Company of Japan (NIBC), Suresh Kotha examines the dynamics of implementing mass customization in a firm that pursues both mass production and mass customization in two different factories. NIBC reaps superior returns by employing a 'system' which increases interaction between the mass production and mass custom factories and encourages knowledge creation. The author then considers the most important external (industry level) and internal (firm level) conditions which are necessary to successfully pursue mass customization, and points out that the interactions and interrelationships between them are important to a successful outcome too.

Suggested Citation

  • Kotha, Suresh, 1996. "From mass production to mass customization: The case of the National Industrial Bicycle Company of Japan," European Management Journal, Elsevier, vol. 14(5), pages 442-450, October.
    • Handle: RePEc:eee:eurman:v:14:y:1996:i:5:p:442-450
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    Citations

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    Cited by:

    1. Pablo Jimenez-Moreno, 2021. "Mass Customisation for Zero-Energy Housing," Sustainability, MDPI, vol. 13(10), pages 1-24, May.
    2. Bernhardt, Dan & Liu, Qihong & Serfes, Konstantinos, 2007. "Product customization," European Economic Review, Elsevier, vol. 51(6), pages 1396-1422, August.
    3. Da Silveira, Giovani & Borenstein, Denis & Fogliatto, Flavio S., 2001. "Mass customization: Literature review and research directions," International Journal of Production Economics, Elsevier, vol. 72(1), pages 1-13, June.
    4. Brian Squire & Steve Brown & Jeff Readman & John Bessant, 2006. "The Impact of Mass Customisation on Manufacturing Trade‐offs," Production and Operations Management, Production and Operations Management Society, vol. 15(1), pages 10-21, March.
    5. Lihra, Torsten & Buehlmann, Urs & Graf, Raoul, 2012. "Customer preferences for customized household furniture," Journal of Forest Economics, Elsevier, vol. 18(2), pages 94-112.
    6. Edward Aihua Fang & Na Yang, 2021. "More work cooperation or relationship harmony in mass customization? The impacts of personalized design, modular design, and automated processes," Information Technology and Management, Springer, vol. 22(3), pages 179-192, September.
    7. Fogliatto, Flavio S. & da Silveira, Giovani J.C., 2008. "Mass customization: A method for market segmentation and choice menu design," International Journal of Production Economics, Elsevier, vol. 111(2), pages 606-622, February.
    8. Alford, Dave & Sackett, Peter & Nelder, Geoff, 2000. "Mass customisation -- an automotive perspective," International Journal of Production Economics, Elsevier, vol. 65(1), pages 99-110, April.
    9. Sushil, 2020. "Interpretive multi-criteria ranking of production systems with ordinal weights and transitive dominance relationships," Annals of Operations Research, Springer, vol. 290(1), pages 677-695, July.
    10. Linda Zhang & Carman Lee & Shuzhu Zhang, 2016. "An integrated model for strategic supply chain design: Formulation and ABC-based solution approach," Post-Print hal-01744868, HAL.
    11. Aigbedo, Henry, 2007. "An assessment of the effect of mass customization on suppliers' inventory levels in a JIT supply chain," European Journal of Operational Research, Elsevier, vol. 181(2), pages 704-715, September.

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