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美国麻省理工学院留学生论文定制: The Limits of Mass Customization
Authors: Zipkin, Paul
Source: MIT Sloan Management Review; Spring2001, Vol. 42 Issue 3, p81, 7p, 1 cartoon
Document Type: Article
Subject Terms: *COMMERCIAL products
*Marketing
*CUSTOMIZATION
NAICS/Industry Codes339 Miscellaneous Manufacturing
Abstract: Mass customization is the capability, realized by a few companies, to offer individuallytailored products or services on a large scale. It has been touted as the premier way ofdelivering variety to customers, but it has its limits and should be approachedcautiously. Mass-customization systems have three key capabilities: elicitation,process flexibility, and logistics. Any company considering a mass-customizationstrategy should carefully analyze its ability to deliver on the three elements of such astrategy--elicitation, process flexibility, and logistics--and to integrate them. Investorsshould insist on a fully developed business plan. Companies should ask: For whichproduct attributes might a broader array of choices deliver real value to customers? Towhat key processes are those attributes tied? How flexible are those processes now,and what can be done to make them more so? How might products be redesigned tobe more modular or configurable? What new opportunities for variety do newinformation technologies enable? INSETS: Mass Customization vs. Mass Production;Alternatives to Mass Customization.

Database: Business Source Premier
THE LIMITS OF MASS CUSTOMIZATION
Do not be seduced by the allure of mass customization. Carefully assess the technology and themarket demand before committing your company to such a strategy.Is mass customization really the best way to deliver variety to consumers? Managers understand how critical varietyis to adding value to their product offerings. And mass customization has been touted as the premier way ofachieving that goal. But there are several ways to deliver variety, and mass customization may not always be thebest.
Mass customization is the capability, realized by a few companies, to offer individually tailored products or serviceson a large scale. Levi Strauss, for instance, sells custom-fitted jeans. Andersen Windows can build a window to fitany house. Consumers can get their names printed or sewn or embossed on just about anything. And personalizedinformation services for everything from financial planning to travel guidance proliferate on the Web.
The phrase “mass customization” is striking, for it seems a https://www.51lunwen.org/mgjingji/contradiction in terms. Mass production implies uniformproducts, whereas customization connotes small-scale crafts. (See “Mass Customization vs. Mass Production.”)Combining the best of both promises exciting choices for consumers and new opportunities for businesses.Mass customization has its limits, however, and should be approached cautiously. Several elements have to workwell — both individually and together — to make mass customization a plausible business strategy. MassEBSCOhost https://web12.epnet.com.simsrad.net.ocs.mq.edu.au/DeliveryPrintSave.as...
customization actually requires unique operational capabilities. The technologies that can produce custom-fittedLevis, for example, have developed over decades. The innovations needed to customize other products are likely tobe just as slow in evolving. The continuing development of electronic commerce and other technologies will easesome constraints in some cases — but by no mean本论文由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。