Mass customization – needs to go beyond technology

Article type: Research Article

Authors: Kakati, M.

Affiliations: Department of Business Administration, Gauhati University, Guwahati-781014, India. E-mail: [email protected]

Abstract: In recent time, mass customization strategy is considered in some industries as those trends, if not taken up, that might make firms lose their markets to the competitors. Thus, managers concerned with strategic issues might adopt new technology as the only means of implementing this strategy. Often they might make an error in doing so. Mass customization is a completely discontinuous leap from mass production and requires a major paradigm shift and breakthrough thinking. Understanding customers is the starting point, not the dizzying possibilities of technology to produce variety that nobody wants. Mass customization requires careful preparation in every stage of the supply chain and also enriching buying experience of customers. Innovation, quality improvement, time, flexibility, and cost management in every stage are essential pre-requisite of mass customization program. This paper critically analyses some of the issues of mass customization program and suggests measures for successful implementation of a mass customization strategy.

Keywords: Mass customization, modular design, customization strategy, flexibility, paint industry, and organization transformation

DOI: 10.3233/HSM-2002-21201

Journal: Human Systems Management, vol. 21, no. 2, pp. 85-93, 2002