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Mass customised distribution

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  • Mason, Robert
  • Lalwani, Chandra

Abstract

This paper introduces, defines and explores a new term, mass customised distribution. Mass customised distribution is all about the logistics support for the supply chain (irrespective of the nature of production). It identifies the under-pinning principles behind mass customisation, such as the use of economies of scope rather than scale and the importance of modularisation and standardisation and then translates these constructs onto distribution related activities. A categorising typology of the mass customised distribution concept is then provided based on time, space, information and process constructs supported by discussion and examples. The trade off between the opportunities to reduce asset costs through economies of scope versus the need for distributors to remain customer focussed in terms of offering better overall value is then explored.

Suggested Citation

  • Mason, Robert & Lalwani, Chandra, 2008. "Mass customised distribution," International Journal of Production Economics, Elsevier, vol. 114(1), pages 71-83, July.
    • Handle: RePEc:eee:proeco:v:114:y:2008:i:1:p:71-83
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    References listed on IDEAS

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    1. Groothedde, Bas & Ruijgrok, Cees & Tavasszy, Lóri, 2005. "Towards collaborative, intermodal hub networks: A case study in the fast moving consumer goods market," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 41(6), pages 567-583, November.
    2. 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.
    3. MacCarthy, Bart & Brabazon, Philip G. & Bramham, Johanna, 2003. "Fundamental modes of operation for mass customization," International Journal of Production Economics, Elsevier, vol. 85(3), pages 289-304, September.
    4. Olhager, Jan, 2003. "Strategic positioning of the order penetration point," International Journal of Production Economics, Elsevier, vol. 85(3), pages 319-329, September.
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    Cited by:

    1. Lynch, J. & Mason, R.J. & Beresford, A.K.C. & Found, P.A., 2012. "An examination of the role for Business Orientation in an uncertain business environment," International Journal of Production Economics, Elsevier, vol. 137(1), pages 145-156.
    2. Ng, Irene & Scharf, Kimberley & Pogrebna, Ganna & Maull, Roger, 2015. "Contextual variety, Internet-of-Things and the choice of tailoring over platform: Mass customisation strategy in supply chain management," International Journal of Production Economics, Elsevier, vol. 159(C), pages 76-87.
    3. Fogliatto, Flavio S. & da Silveira, Giovani J.C. & Borenstein, Denis, 2012. "The mass customization decade: An updated review of the literature," International Journal of Production Economics, Elsevier, vol. 138(1), pages 14-25.

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