The Limits of Mass Customization  

Oleh:

Zipkin, Paul

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Sloan: Management Review vol. 42 no. 3 (2001), page 81-88.
Topik: customization; limits; mass customization

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS27.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Is mass customization really the best way to deliver variety to consumers ? Today, mass - customized products seem to be everywhere. Levi - Strauss sells custom-fitted jeans. Andersen Windows can build a window to fit any house. Consumers can get their names printed, sewn or embossed on nearly anything. But managers beware : Do not be seduced by the gaudy banner of mass customization. There are several ways to deliver variety, and mass customization may not always be the best. So argues Paul Zipkin, professor of business at Duke University's Fuqua School of Business. Mass customization actually requires unique operational capabilities. Several elements have to work well - individually and together - to ensure that mass customization is a plausible business strategy. Those key capabilities are elicitation (a mechanism to interact with the customer and obtain specific information) ; process flexibility (production technology that fabricates the product according to the information) ; and logistics (subsequent processing stages and distribution that are able to maintain the identity of each item and deliver the right one to the right customer). Not all companies - or industries - will be able to master these capabilities.

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