When following mass customization (MC) principles, manufacturing companies have to consider several aspects. Complexity is thereby seen as a major challenge to be handled. Especially for ETO companies the movement towards MC is much more complex, as products are not standardized, processes are seldom automated and little control over the customer portfolio is obtained. Based on case studies, this research proposes a new way of effectively and efficiently implementing MC strategies. It closely investigates deviations between contribution margins and between pre- and post-calculations of operational measures. The results show the negative impact of high deviations on the cor-responding performance.
Proceedings of the 20th Euroma Conference, 2013
Performance Measurement; Complexity Management; Mass Customization
Main Research Area:
20th European Operations Management Association Conference, 2013