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Article
Success Mass Customization: The Role of Market Segment Favorableness
Accounting Faculty Research
  • Wai Kwan (Elaine) Lau, Marshall University
Document Type
Conference Proceeding
Publication Date
7-1-2010
Abstract
Mass customization (MC) emerged as a new paradigm that shifted from mass production. It achieves both volume and cost efficiency of mass production and customization capabilities at the same time. The challenge for manufacturing managers is to find ways to cope with the market and increase product variety through MC without affecting lead-time, cost or quality. Based on the previous literature review, a conceptual summary of MC is discussed. According to the conceptual summary, a model is built to discuss how each of the elements associated with MC contributes to improved firm performance. It further proposed that the market segment favorableness influences the relationship between MC and firm performance.
Comments

This paper was presented at The 4th International Conference on Operations and Supply Chain Management, Hong Kong & Guangzhou, Jul.25 to Jul.31, 2010. Product & Process Innovation track. The conference proceedings are available at http://iceb.nccu.edu.tw/proceedings/APDSI/2010/. The version of record for this presentation may be accessed at http://iceb.nccu.edu.tw/proceedings/APDSI/2010/part6.htm. Copyright © 2010 Supply Chain Management Research Center, Li & Fung Institute of Supply Chain Management and Logistics, The Chinese University of Hong Kong

Citation Information
Lau, Elaine W. K. “Success Mass Customization: The Role of Market Segment Favorableness.” Proceedings of the 4th International Conference on Operations and Supply Chain Management, 25-31 July 2010, Hongkong & Guangzhou, China. The Chinese University of Hong Kong, 2010. 609-614.