IDEAS home Printed from https://ideas.repec.org/a/spr/gjofsm/v26y2025i2d10.1007_s40171-024-00429-5.html
   My bibliography  Save this article

Reconciling Product Flexibility with Cost, Delivery, and Quality: The Importance of Bundling Mass Customization Practices

Author

Listed:
  • Alessio Trentin

    (University of Padua)

  • Enrico Sandrin

    (University of Padua)

  • Svetlana Suzic

    (University of Padua)

  • Chiara Grosso

    (Sapienza University of Rome)

  • Cipriano Forza

    (University of Padua)

Abstract

Reconciling product flexibility with cost, delivery, and quality is an ambidextrous organizational capability known as mass customization capability. This study focuses on how this capability is affected by the joint implementation of three organizational practices––knowledge absorption from customers, product modularity, and online sales configurator use––that directly correspond to the three fundamental building blocks of mass customization identified by prior, influential research. By drawing upon a central tenet of resource orchestration theory, the fit-as-covariation perspective, and prior mass customization research, we conceptually develop the hypothesis that the fit-as-covariation of these practices has a stronger positive association with mass customization capability than the same practices implemented in isolation. This hypothesis was tested using covariance-based structural equation modeling and survey data from 213 manufacturing plants in three industries across 16 countries. Our results support the hypothesis, showing that the joint effect of these practices explains substantially more mass customization capability variation (41.9%) than their isolated effects (13.9%). This amount of variation indicates an effect size that is greater than that reported by most previous survey-based studies on the antecedents of this capability. Theoretically, this paper adds to the relatively limited body of knowledge on the relationships among the enablers of mass customization by highlighting the benefits of a holistic approach in the implementation of the three practices under investigation. Pragmatically, this study helps companies create flexible systems that are able to provide customized products without compromising cost, delivery, or quality.

Suggested Citation

  • Alessio Trentin & Enrico Sandrin & Svetlana Suzic & Chiara Grosso & Cipriano Forza, 2025. "Reconciling Product Flexibility with Cost, Delivery, and Quality: The Importance of Bundling Mass Customization Practices," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 26(2), pages 269-293, June.
    • Handle: RePEc:spr:gjofsm:v:26:y:2025:i:2:d:10.1007_s40171-024-00429-5
    DOI: 10.1007/s40171-024-00429-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40171-024-00429-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40171-024-00429-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Zhang, Min & Zhao, Xiande & Qi, Yinan, 2014. "The effects of organizational flatness, coordination, and product modularity on mass customization capability," International Journal of Production Economics, Elsevier, vol. 158(C), pages 145-155.
    2. 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.
    3. Salvador, F. & Forza, C., 2004. "Configuring products to address the customization-responsiveness squeeze: A survey of management issues and opportunities," International Journal of Production Economics, Elsevier, vol. 91(3), pages 273-291, October.
    4. Sandrin, Enrico & Trentin, Alessio & Forza, Cipriano, 2018. "Leveraging high-involvement practices to develop mass customization capability: A contingent configurational perspective," International Journal of Production Economics, Elsevier, vol. 196(C), pages 335-345.
    5. Qi, Yinan & Mao, Zhigang & Zhang, Min & Guo, Hangfei, 2020. "Manufacturing practices and servitization: The role of mass customization and product innovation capabilities," International Journal of Production Economics, Elsevier, vol. 228(C).
    6. Clint Chadwick & Janice F. Super & Kiwook Kwon, 2015. "Resource orchestration in practice: CEO emphasis on SHRM, commitment-based HR systems, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 36(3), pages 360-376, March.
    7. Qiang Wang & Zhiqiang Wang & Xiande Zhao, 2015. "Strategic orientations and mass customisation capability: the moderating effect of product life cycle," International Journal of Production Research, Taylor & Francis Journals, vol. 53(17), pages 5278-5295, September.
    8. Mahesh H. Prabhu & Amit Kumar Srivastava, 2023. "Modeling transformational leadership, supply chain collaboration and firm performance – a case of India," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 19(10), pages 2642-2660, January.
    9. Sinan Aral & Erik Brynjolfsson & Lynn Wu, 2012. "Three-Way Complementarities: Performance Pay, Human Resource Analytics, and Information Technology," Management Science, INFORMS, vol. 58(5), pages 913-931, May.
    10. Lars Hvam & Niels Henrik Mortensen & Jesper Riis, 2008. "Product Customization," Springer Books, Springer, number 978-3-540-71449-1, July.
    11. Vincenzo Basile & Nunzia Petacca & Roberto Vona, 2024. "Measuring Circularity in Life Cycle Management: A Literature Review," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(3), pages 419-443, September.
    12. H. Mahesh Prabhu & Amit Kumar Srivastava, 2023. "CEO Transformational Leadership, Supply Chain Agility and Firm Performance: A TISM Modeling among SMEs," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(1), pages 51-65, March.
    13. Helfat, Constance E. & Raubitschek, Ruth S., 2018. "Dynamic and integrative capabilities for profiting from innovation in digital platform-based ecosystems," Research Policy, Elsevier, vol. 47(8), pages 1391-1399.
    14. Hashemi-Petroodi, S. Ehsan & Thevenin, Simon & Kovalev, Sergey & Dolgui, Alexandre, 2022. "Model-dependent task assignment in multi-manned mixed-model assembly lines with walking workers," Omega, Elsevier, vol. 113(C).
    15. Gauss, Leandro & Lacerda, Daniel P. & Cauchick Miguel, Paulo A., 2022. "Market-Driven Modularity: Design method developed under a Design Science paradigm," International Journal of Production Economics, Elsevier, vol. 246(C).
    16. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    17. Marko Vještica & Vladimir Dimitrieski & Milan Mirko Pisarić & Slavica Kordić & Sonja Ristić & Ivan Luković, 2023. "Production processes modelling within digital product manufacturing in the context of Industry 4.0," International Journal of Production Research, Taylor & Francis Journals, vol. 61(19), pages 6271-6290, October.
    18. Yumin He & Milton L. Smith, 2024. "Investigation of scheduling integration of flexible manufacturing systems for mass customisation," International Journal of Production Research, Taylor & Francis Journals, vol. 62(6), pages 2060-2082, March.
    19. Ortega-Jimenez, Cesar H. & Garrido-Vega, Pedro & Cruz Torres, Cristian Andrés, 2020. "Achieving plant responsiveness from reconfigurable technology: Intervening role of SCM," International Journal of Production Economics, Elsevier, vol. 219(C), pages 195-203.
    20. Idiano D’Adamo & Massimo Gastaldi & Jacopo Piccioni & Paolo Rosa, 2023. "The Role of Automotive Flexibility in Supporting the Diffusion of Sustainable Mobility Initiatives: A Stakeholder Attitudes Assessment," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(3), pages 459-481, September.
    21. Fabrizio Salvador & de Holan Pablo Martin & Franck Piller, 2009. "Cracking the Code of Mass Customization," Post-Print hal-02312930, HAL.
    22. Dimple & Mamta Tripathi, 2024. "Bridging the Gap Between High-Performance Work System and Organizational Performance: Role of Organizational Agility, Transformational Leadership, and Human Resource Flexibility," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(2), pages 369-393, June.
    23. Carlos T. Formoso & Patrícia A. Tillmann & Cynthia dos S. Hentschke, 2022. "Guidelines for the Implementation of Mass Customization in Affordable House-Building Projects," Sustainability, MDPI, vol. 14(7), pages 1-15, March.
    24. Idiano D’Adamo & Cinzia Daraio & Simone Di Leo & Léopold Simar, 2024. "A Flexible and Sustainable Analysis of Waste Efficiency at the European Level," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(4), pages 881-894, December.
    25. Marta Pérez-Pérez & Canan Kocabasoglu-Hillmer & Ana María Serrano-Bedia & María Concepción López-Fernández, 2019. "Manufacturing and Supply Chain Flexibility: Building an Integrative Conceptual Model Through Systematic Literature Review and Bibliometric Analysis," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(1), pages 1-23, December.
    26. Anh Chi Phan & Ha Thu Nguyen & Khoa Bach Nguyen & Anh Tu Thi Le & Yoshiki Matsui, 2020. "Relationship between customer collaboration in supply chain management and operational performance of manufacturing companies," International Journal of Productivity and Quality Management, Inderscience Enterprises Ltd, vol. 29(3), pages 372-396.
    27. Somen Dey & R. R. K. Sharma & Balbir Kumar Pandey, 2019. "Relationship of Manufacturing Flexibility with Organizational Strategy," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 20(3), pages 237-256, September.
    28. Hüseyin Tanriverdi & N. Venkatraman, 2005. "Knowledge relatedness and the performance of multibusiness firms," Strategic Management Journal, Wiley Blackwell, vol. 26(2), pages 97-119, February.
    29. Bernardo Gala-Velásquez & Américo Hurtado-Palomino & Angela Y. Arredondo-Salas, 2023. "Organisational Flexibility and Innovation Performance: The Moderating Role of Management Support," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(2), pages 219-234, June.
    30. Soumya Varma & Nitin Singh & Ajit Patra, 2024. "Supply Chain Flexibility: Unravelling the Research Trajectory Through Citation Path Analysis," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(2), pages 199-222, June.
    31. Chirico, Francesco & Ireland, R. Duane & Pittino, Daniel & Sanchez-Famoso, Valeriano, 2025. "Resource orchestration, socioemotional wealth, and radical innovation in family firms: Do multifamily ownership and generational involvement matter?," Research Policy, Elsevier, vol. 54(1).
    32. Marta Pérez Pérez & Ana María Serrano Bedia & María Concepción López Fernández, 2016. "A review of manufacturing flexibility: systematising the concept," International Journal of Production Research, Taylor & Francis Journals, vol. 54(10), pages 3133-3148, May.
    33. Santosh Kumar Srivastava & Surajit Bag, 2023. "Recent Developments on Flexible Manufacturing in the Digital Era: A Review and Future Research Directions," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(4), pages 483-516, December.
    34. N. Venkatraman, 1990. "Performance Implications Of Strategic Coalignment: A Methodological Perspective," Journal of Management Studies, Wiley Blackwell, vol. 27(1), pages 19-41, January.
    35. Shiwangi Singh & Sanjay Dhir & Stuart Evans & Sushil, 2021. "The Trajectory of Two Decades of Global Journal of Flexible Systems Management and Flexibility Research: A Bibliometric Analysis," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(4), pages 377-401, December.
    36. Parker, Rodney P. & Wirth, Andrew, 1999. "Manufacturing flexibility: Measures and relationships," European Journal of Operational Research, Elsevier, vol. 118(3), pages 429-449, November.
    37. Yang, Yefei & Yee, Rachel W.Y., 2022. "The effect of process digitalization initiative on firm performance: A dynamic capability development perspective," International Journal of Production Economics, Elsevier, vol. 254(C).
    38. Trentin, Alessio & Forza, Cipriano & Perin, Elisa, 2015. "Embeddedness and path dependence of organizational capabilities for mass customization and green management: A longitudinal case study in the machinery industry," International Journal of Production Economics, Elsevier, vol. 169(C), pages 253-276.
    39. Kristina Höse & Afonso Amaral & Uwe Götze & Paulo Peças, 2023. "Manufacturing Flexibility through Industry 4.0 Technological Concepts—Impact and Assessment," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(2), pages 271-289, June.
    40. Frank Wiengarten & Prakash J. Singh & Brian Fynes & Ali Nazarpour, 2017. "Impact of mass customization on cost and flexiblity performances: the role of social capital," Operations Management Research, Springer, vol. 10(3), pages 137-147, December.
    41. 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.
    42. Zhang, Min & Guo, Hangfei & Huo, Baofeng & Zhao, Xiande & Huang, Jianbo, 2019. "Linking supply chain quality integration with mass customization and product modularity," International Journal of Production Economics, Elsevier, vol. 207(C), pages 227-235.
    43. Verma, Nishant Kumar & Chatterjee, Ashish K., 2023. "Process flexibility in the presence of product modularity: Does modularity help?," International Journal of Production Economics, Elsevier, vol. 256(C).
    44. Sini Gao & Joanna Daaboul & Julien Le Duigou, 2021. "Process Planning, Scheduling, and Layout Optimization for Multi-Unit Mass-Customized Products in Sustainable Reconfigurable Manufacturing System," Sustainability, MDPI, vol. 13(23), pages 1-24, December.
    45. Ulrich, Karl, 1995. "The role of product architecture in the manufacturing firm," Research Policy, Elsevier, vol. 24(3), pages 419-440, May.
    46. S. Trevis Certo & Michael C. Withers & Matthew Semadeni, 2017. "A tale of two effects: Using longitudinal data to compare within- and between-firm effects," Strategic Management Journal, Wiley Blackwell, vol. 38(7), pages 1536-1556, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sandrin, Enrico & Trentin, Alessio & Forza, Cipriano, 2018. "Leveraging high-involvement practices to develop mass customization capability: A contingent configurational perspective," International Journal of Production Economics, Elsevier, vol. 196(C), pages 335-345.
    2. Amna Farrukh & Aymen Sajjad, 2025. "Investigating Supply Chain Disruptions and Resilience in the Textile Industry: A Systemic Risk Theory and Dynamic Capability-Based View," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 26(1), pages 57-83, March.
    3. Na Liu & Pui-Sze Chow & Hongshan Zhao, 2020. "Challenges and critical successful factors for apparel mass customization operations: recent development and case study," Annals of Operations Research, Springer, vol. 291(1), pages 531-563, August.
    4. S. Sivakumar & B. Mahadevan, 2024. "Design of Coproductive Systems: is Service Modularity Preferable over Resource Flexibility?," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(2), pages 223-241, June.
    5. Soumya Varma & Nitin Singh & Ajit Patra, 2024. "Supply Chain Flexibility: Unravelling the Research Trajectory Through Citation Path Analysis," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(2), pages 199-222, June.
    6. Mosayebi, Mohsen & Fathi, Michel & Hedayati, Mehrnaz Khalaj & Ivanov, Dmitry, 2024. "Time-to-Adapt (TTA)," International Journal of Production Economics, Elsevier, vol. 278(C).
    7. Zhang, Linda L. & Shafiee, Sara, 2022. "Developing separate or integrated configurators? A longitudinal case study," International Journal of Production Economics, Elsevier, vol. 249(C).
    8. Elena G. Popkova & Shakhlo T. Ergasheva & Nadezhda K. Savelyeva & Marija A. Troyanskaya, 2024. "Change Management for the Sustainable Development of the Agrarian Economy of Artificial Intelligence," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(1), pages 79-90, September.
    9. Idiano D’Adamo & Cinzia Daraio & Simone Di Leo & Léopold Simar, 2024. "A Flexible and Sustainable Analysis of Waste Efficiency at the European Level," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(4), pages 881-894, December.
    10. Shefali Srivastava & Vernika Agarwal & Ashish Dwivedi & Anchal Patil & Surajit Bag & Cyril R. H. Foropon, 2025. "Contributing Factors for Building a Flexible Supply Chain in the Digital Age: Studying Their Impact on SDGs," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 26(1), pages 141-161, March.
    11. Dimple & Mamta Tripathi, 2024. "Bridging the Gap Between High-Performance Work System and Organizational Performance: Role of Organizational Agility, Transformational Leadership, and Human Resource Flexibility," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(2), pages 369-393, June.
    12. Rupak Rauniar & Ray Cao, 2025. "An Empirical Study on the Role of Authentic Leadership in Strategic Agile Operations, Organizational Sustainability, and Business Performance," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 26(2), pages 311-330, June.
    13. Linda Zhang & Sara Shafiee, 2022. "Developing separate or integrated configurators? A longitudinal case study," Post-Print hal-03707380, HAL.
    14. Zhigang Fan & Fei Dai & Mingu Kang & Kihyun Park & Gukseong Lee, 2024. "Combining internal functional integration with product modularization and supply chain alignment for achieving mass customization," Operations Management Research, Springer, vol. 17(3), pages 1197-1212, September.
    15. Andrés Fernández-Miguel & Davide Settembre-Blundo & Marco Vacchi & Fernando E. García-Muiña, 2025. "Thermoeconomics Meets Business Science: Systemic Exergy Management (SYMΞX) as a New Theoretical and Flexible Framework for Sustainability," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 26(1), pages 111-139, March.
    16. Wang, Shuai & Ma, Shuang, 2023. "Is product customization always beneficial in the context of C2M platforms? A signaling theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    17. Alhamzah Alnoor & Abbas Gatea Atiyah & Sammar Abbas, 2024. "Unveiling the Determinants of Digital Strategy from the Perspective of Entrepreneurial Orientation Theory: A Two-Stage SEM-ANN Approach," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(2), pages 243-260, June.
    18. Lin, Shunzhi & Lin, Jiabao, 2023. "How organizations leverage digital technology to develop customization and enhance customer relationship performance: An empirical investigation," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    19. Ye Yan & Suraksha Gupta & Klaus Schoefer & Tana Licsandru, 2020. "A Review of E-mass Customization as a Branding Strategy," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 215-223, August.
    20. Shubhendu Singh & Subhas Chandra Misra & Gaurvendra Singh, 2024. "Leveraging Additive Manufacturing for Enhanced Supply Chain Resilience and Sustainability: A Strategic Integration Framework," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(2), pages 343-368, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:gjofsm:v:26:y:2025:i:2:d:10.1007_s40171-024-00429-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.