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曼彻斯特硕士论文-The Impact of Mass Customisation on Manufacturing Trade-offs

论文作者:英国论文论文属性:硕士毕业论文 dissertation登出时间:2011-12-20编辑:anterran点击率:5570

论文字数:8619论文编号:org201112201016299559语种:英语论文 English地区:英国价格:$ 44

关键词:英国曼彻斯特大学硕士论文ImpactMass CustomisationManufacturing Trade-offsUniversity of BrightonThe University of Manchester

摘要:英国曼彻斯特大学硕士论文-The Impact of Mass Customisation on Manufacturing Trade-offs Decision Sciences and Operations Management Group, Manchester Business School (East), The University of Manchester, Manchester M15 6PB School of Business & Economics, University of Exeter, Streatham Court, Rennes Drive, Exeter EX4 4PU Centre for Research in Innovation Management, University of Brighton, Falmer, Brighton, BN1 9QE

The Impact of Mass Customisation on Manufacturing Trade-offs
Decision Sciences and Operations Management Group, Manchester Business School (East),
The University of Manchester, Manchester M15 6PB
School of Business & Economics, University of Exeter, Streatham Court, Rennes Drive, Exeter EX4 4PU
Centre for Research in Innovation Management, University of Brighton, Falmer, Brighton, BN1 9QE
Tanaka Business School, Imperial College London, South Kensington Campus, London SW7 2AZ
Brian.Squire@mbs.ac.uk • Steve.Brown@Exeter.ac.uk • J.A.Readman@bton.ac.uk • j.bessant@imperial.ac.uk
Management literature has suggested that the advent of mass customisation marks the end for
trade-offs between customisation and other competitive priorities (Pine et al. 1993; Westbrook and
Williamson 1993; Tu et al. 2001). However, evidence supporting this proposition is anecdotal. This paper
examines the impact of product customisation on four competitive priorities, drawing upon the results
of a recent survey of 102 U.K. manufacturing firms from eight industry sectors. The study indicates
significant compatibility between customisation and quality, volume flexibility, delivery reliability and
non-manufacturing costs. On the other hand, trade-offs remain between customisation and manufacturing
costs and delivery lead times. The results contradict the initial proposition that customisation can
be “free,” and have important implications for firms embarking upon a mass customisation strategy.
Key words: mass customization; trade-offs; manufacturing strategy; empirical research
Submissions and Acceptance: Received July 2004; revisions received November 2004, January 2005, and
March 2005; accepted March 2005 by Ken Boyer.
1. Introduction
Mass customisation denotes the ability to provide customised
products and services at a comparable price
and speed of equivalent standardised offerings. The
introduction of innovative product strategies, advanced
manufacturing technologies, and organisational
structures have minimised the traditional sacrifices
of customised products. This has lead scholars to
claim that mass customisation offers superior customer
value compared to other strategies (Gilmore
and Pine 2000; Tu et al. 2001).
The advent of mass customisation has important
implications for the debate surrounding manufacturing
trade-offs. The literature suggests that mass customisation
effectively eliminates the trade-off between
customisation and other competitive priorities (Pine et
al. 1993; Westbrook and Williamson 1993; Tu et al.
2001). However, such a position is largely based on
anecdotal evidence, formed through the examination
of a few well known case studies (Pine 1993; Kotha
1995, 1996; Berman 2002). Indeed, the few empirical
studies that do examine the relationship between
product customisation and other priorities indicate the
reverse situation, namely that customisation is not
“free” but is traded-off against lead-time, cost and
other factors (New 1992; Filippini et al. 1998). The
purpose of this paper is to evaluate empirically
whether the degree of product customisation affects
four competitive priorities: cost, quality, delivery, and
volume flexibility. Consistent with related research
(Duray et al. 2000; Duray 2002) the current study
identifies three degrees of product customisation: fu论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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