Mass customization: An assessment of the scope of implementation

Andreas Heinung

Studenteropgave: Kandidatafhandlinger


The emergence of mass customization has introduced customized products for the public, which used to be reserved for the elite at premium prices. This unique business concept incorporates the two competitive priorities of customization and price, which are by definition rivaling. An increased demand towards customized goods, and the technical capabilities of the 21st century, has made mass customization a viable strategy for companies to meet the demand and differentiate themselves from competitors. Implementing mass customization is however a challenging operation, as the agility of customized goods has to mixed with the efficiency of mass produced goods. There will be both internal and external challenges, and the company will have to adjust the supply chain and production, and furthermore manage an increased level of complexity within logistics, sourcing and information management. This thesis proposes a conceptual framework (figure 4.2) that serves as a tool to evaluate the scope of the implementation process. It is meant as a decision making tool that can help companies assess and identify the success factors, as well as the internal and external changes that have to be made. The findings show that although mass customization combines the elements of efficiency and customization, the success factors are heavily dependent on the competitive parameter. A company should habitually have a clear focus on either offering a large degree of customization or offering customization at low cost, as these to business models have vastly different supply chain configurations and success factors. By analyzing and evaluating these factors and the scope of changes, the company can subsequently make a qualified decision on the basis of our framework and analysis, of whether the implementation of mass customization will be an economically viable and sustainable business model. The framework was conclusively tested on Wilson Sporting Goods Co. for the primary reason of showing how the framework should be applied.

UddannelserCand.merc.scm Supply Chain Management , (Kandidatuddannelse) Afsluttende afhandling
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