Mass Customization

MASS CUSTOMIZATION 9

MassCustomization

MassCustomization

Masscustomization aims to deliver services and products that meet theneed of the customer with relative mass efficiency. The shift in MChas made it imperative for most of the companies to survive in anincreasing fragmented, diversified and competitive market. Presently,the focus of the research MC is shifting the strategic viability tothe operational feasibility. Despite the advances in industry andacademia, MC continues to be criticized by critics. Future masscustomization enabled by technology would provide customized productsin large scale.

KeyConcept explanation

Masscustomization is the delivery of wider marker for services and goodsthat are adjusted to meet the needs of the customers. It is amanufacturing and marketing technique that combines personalizationand flexibility of custom made with low unit costs that are connectedwith the mass production. Most application of mass communication isinclusive of software based products configurations giving the useran opportunity to change or/add specific core productsfunctionalities. Sometimes it is referred to as built to order ormade to order. We have various phases of customization such ascollaborative one companies work together with customers to advancecertain products to suit the needs of the customers. Adaptivecustomization is where companies manufacture products that arestandardized customizable by the end user. Transparent customizationis where firms present unique products to customers without statingcustomization of products. Cosmetic customization is where companiesmanufacture standardized goods but market them differently.

Comparison

Incomparison to the previous research on mass customization inmanufacturing domain, this research contributes to the gaps of theresearch in the service domain. It is evident that mass customizationfor service domain is imperative to investigate. The point ofconvergence shows that there is an increased significance fororganizations toward services. This research is different in that itindicates that the mass customization framework can be taken forpractical use. The managers can use it as a tool for determining masscustomization strategy. The research is different since it is basedon mass customization and modularity in setting of service and givesa framework for measuring them for service offering only.

Myresearch focused on service offering while Aichner&amp Coletti, (2013) explains the newfound importance on masscustomization regarding online shopping preferences. Aichner andColetti, (2013) presents the implementation and analysis of MCsystems. The point of convergence between these researchers is thatregarding the information processing theory, the flatness oforganization is an antecedence of mass customization ability andcorporation and supply chain coordination mediates theinterrelationship between mass customization and organizationflatness. Stumpand Badurdeen (2012) presents that MC manufacturing needs ahigh-quality flexibility to respond to the customers needs promptly.

ArticleSummary

Thearticle in selection is the piece titled masscustomization in the product life cycle bySmith, Chue and Jiao (2013). This article introduces the fundamentalintroduction to mass customization from the confines of masscustomization perspective. From this instance, the author describesthe primary goals of customization as the creation of products with alevel of mass production regarding efficiency, numbers and costs. Theauthors further go on to state that the progression in the marketmakes firm identify the needs consistently in the order to conductthe customer integration sufficiently and serve better and exploitthe selected target markets. Also, companies can determine the needsof the market effectively to mass customized profitability andefficiently. Other areas that the firm must be aware of isreconfigurable systems. The capability will give firms theprerequisite to adapt to the ever-changing market in MC area. Withall the benefits, mass customization presents a challenge to thecompanies. The case in point, the chain of supply for the rawmaterial is the needed requirement to mass customized products. Masscustomization, thus, is dependent on particular suppliers whencompared to mass production. The firms that are willing to inve3st intelecommunication and capabilities of e-commerce to maintain acompetitive market that gets saturated as lean capabilities becomethe standard practice for MC

Biblicalintegration

Theconcept of mass customization is managed well, can provide a groundfor competitive advantage to the company. This will need a certainlevel of due diligence and preparedness in the part of themanagement. The best approach as believes is that we can emphasizefollow-up of the advice and teaching presented in the scripture. Forinstance, Ecclesiastes 9: 10, the prophet help the readers to putmaximal effort in everything they do. Also, this applies to all fromproduction line workforce to the senior management. Another set ofpassage includes Ecclesiastes 11: 4-6 which provides guidance on thesame. Luke 14: 28-33 and Proverbs 21:20 is not an exception wherethis passage advises Christians on the benefits of due diligence inthe prior verse. The fundamental take away from the above verses isthat everything that we do has consequences. Sometimes we fail tocontrol specific aspects of the environment. Nevertheless, sufficientpreparation will reduce any negative side effect.

Application

MCis a strategy that has been proven in the market. Shafer and Meredith(2013) presents an example of Hewlett-Packards Mass customizationsuccess where the modular design is pointed at with multipleadvantages in Hewlett-Packard application. Nike has also succeeded inmass customization. The ID of Nike is presently a process where theconsumers pick mass produced shoes and customize the material colorsand even wording that go hand in hand with the shoe. 2006 financialtime stated that Nike is the leader both in brand contribution andglobal rank table thus reflecting how the brand has grown beyondsports into everyday lifestyle. In essence, this proves that the MCbenefits the industries where the operation supports it

AnnotatedBibliography:

Aichner,T. &amp Coletti, P. (2013). Customers` online shopping preferencesin mass customization. Journal of Direct, Data and Digital MarketingPractice, 15 (1), 20-35:http://dx.doi.org/10.1057/dddmp.2013.34

Inthis article, online shopping preference of the customer in masscustomization is presented which explains the new found significanceof mass customization. Aichner and Coletti (2013) attempts todescribe the new found significance is due to the changes in thecustomer through a process. The author sufficiently discusses thatthe customers are more specific than they were in the pastirrespective of the availability of variety in the market today. Theauthors fail to discuss in detail the topic of mass customization.Nevertheless, through surveying more than 500 people, we can findthat customers would put in danger suitability to personalpreferences

Smith,S., Smith, G. C., Jiao, R., &amp Chu, C. H. (2013). Masscustomization in the product life cycle. Journalof Intelligent Manufacturing,24(5),877-885. http://link.springer.com/article/10.1007/s10845-012-0691-0

Theauthors present a thorough examination of mass customization in thelifecycle or product. Through presenting the goal of MC, MCconfiguration, modular design techniques, customization integration,flexibility manufacturing service, new customer integration and thesupply chain method, the author makes the topic more appealing andsufficient. The authors have reviewed other books making the articlemore appealing and thus give it authenticity. Thus, the research canbe used for further research in describing new techniques of customerintegration, FMSs, modular design techniques, and supply chaintechnologies. Finally, the authors reflect on the MC goalto create customized products with cost, mass production volume andefficiency.

Yinan,Q., Tang, M., &amp Zhang, M. (2014). Mass customization in the flatorganization: The mediating role of supply chain planning andcorporation coordination. Journalof Applied Research and Technology,12(2),171-181.http://www.sciencedirect.com/science/article/pii/S1665642314723338

Yan,Zhang, and Tang gives an honest advice regarding the processingtheory. Proposing on organizational flatness in the organization asantecedence to MC ability and corporation, supply chain planningcoordination mediates mass customization and organizationalflatness`s relationship capability. The authors sufficiently presentthe results of organizational flatness on MC. The author fails topresent the corporate coordination well. The credibility of thearticle is in question and fails to converge with the topic of study.Thus, it cannot be wholly reliable unless other researchers areconsidered in the study. However, the supply chain and corporatecoordination that improves MCC directly emphasizes on the results ofthe value chain.

Trentin,A., Perin, E., &amp Forza, C. (2014). Increasing theconsumer-perceived benefits of a mass-customization experiencethrough sales configuration capabilities. Computersin Industry,65(4),693-705.http://www.sciencedirect.com/science/article/pii/S0166361514000384

Theauthor presents a cross-examination of the consumers` experienceregarding self-customizing products. The author discusses thebenefits that are experience related rather than discussing thebenefits of mass customization. The authors use experiences foundfrom the previous researches as an increasing willingness of theconsumer to pay for the customized products in mass quantities thebenefits are still at infancy. This gives the article credibility tobe referred during the study. Through discussion of the benefits suchas creative achievement and hedonic benefits, there is an increasedconfiguration of sales deploys, to a larger degree, focusednavigation, easy comparison, useful products and benefit costcommunications making the topic under study diverse.

Stump,B., &amp Badurdeen, F. (2012). Integrating lean and other strategiesfor mass customization manufacturing: a case study. Journalof Intelligent Manufacturing,23(1),109-124. http://link.springer.com/article/10.1007/s10845-009-0289-3n

Stumpand Badurdeen present mass customization need in response to theneeds of the customers. The student can find the research appealingsince the authors present several principles of lean manufacturing asapplicable in a diverse situation of low-level mass customization.The customization level presented offers credibility of the sourceand thus makes the author stand out among other authors. The chaptersin the text can be inclusive in the curriculum regarding masscustomization. Some of the chapterswould be appropriate for generating questions for further studies.Thus, the study is relevant to mass customization since the models ofsimulation compare the post and pre-improvement performance.

Conclusion

Masscustomization defies contradiction existing between customization andmass and aims to deliver services and products that meet best theneeds of the customers with near mass production efficiency. It isimperative that all the concerned parties engage in collaborationwith enough trust and only then will mass customization inmanufacturing play a crucial role.

References

Aichner,T. &amp Coletti, P. (2013). Customers` online shopping preferencesin mass customization. Journal of Direct, Data and Digital MarketingPractice, 15 (1), 20-35:http://dx.doi.org/10.1057/dddmp.2013.34

Smith,S., Smith, G. C., Jiao, R., &amp Chu, C. H. (2013). Masscustomization in the product life cycle. Journalof Intelligent Manufacturing,24(5),877-885. http://link.springer.com/article/10.1007/s10845-012-0691-0

Yinan,Q., Tang, M., &amp Zhang, M. (2014). Mass customization in flatorganization: The mediating role of supply chain planning andcorporation coordination. Journalof Applied Research and Technology,12(2),171-181.http://www.sciencedirect.com/science/article/pii/S1665642314723338

Trentin,A., Perin, E., &amp Forza, C. (2014). Increasing theconsumer-perceived benefits of a mass-customization experiencethrough sales-configurator capabilities. Computersin Industry,65(4),693-705.http://www.sciencedirect.com/science/article/pii/S0166361514000384

Stump,B., &amp Badurdeen, F. (2012). Integrating lean and other strategiesfor mass customization manufacturing: a case study. Journalof Intelligent manufacturing,23(1),109-124. http://link.springer.com/article/10.1007/s10845-009-0289-3n

Meredith,J. R., Mantel Jr, S. J., &amp Shafer, S. M. (2013). Projectmanagement in practice.Wiley Global Education