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How to Implement a Mass Customization Strategy: Guidelines for Manufacturing Companies

In: Handbook of Research in Mass Customization and Personalization (In 2 Volumes)

Author

Listed:
  • Erlend Alfnes

    (Department of Production and Quality Engineering, Norwegian University of Science and Technology, NTNU, Norway)

  • Lars Skjelstad

    (Department of Operations Management, SINTEF Technology and Society, Norway)

Abstract

The attention on Mass Customization as a viable manufacturing strategy is increasing in academia. Also, more and more companies report from successful implementations. However, the transformation process necessary to become a mass customizer (from the company's outset as a mass producer or a handcraft type industry) is still not fully developed, and research on practical implementations is needed to gain experience on how to proceed. The research presented in this paper is based on two case studies in the Norwegian furniture industry. Efforts towards the new strategy in both companies are analyzed related to central decision areas when implementing mass customization. The decision areas are extracted from literature. Three performance objectives; low cost, short delivery time and degree of customization are considered to be the order winning criteria's, and it is argued that enterprises need to balance these performance objectives in their effort to realize mass customization. The lessons learned from the cases are structured in a set of guidelines for mass customization, which propose the necessary changes to undergo for a mass-producer as well as for a craft manufacturer.

Suggested Citation

  • Erlend Alfnes & Lars Skjelstad, 2009. "How to Implement a Mass Customization Strategy: Guidelines for Manufacturing Companies," World Scientific Book Chapters, in: Frank T Piller & Mitchell M Tseng (ed.), Handbook of Research in Mass Customization and Personalization (In 2 Volumes), chapter 3, pages 44-64, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814280280_0003
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    Cited by:

    1. Guodong Huang & Jie Chen & Yacob Khojasteh, 2021. "A cyber-physical system deployment based on pull strategies for one-of-a-kind production with limited resources," Journal of Intelligent Manufacturing, Springer, vol. 32(2), pages 579-596, February.

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