Abstract

Mass Customization is a generic business strategy for organizational excellence and organizations striving for competitive advantage are incorporating MC into their business model. Though research has been done to identify enablers of mass customization, there has been an associated degree of study in conceptual papers while theory-building articles are less in number. Also, less study has been done in the Indian market scenario. The literature show that organizations are apprehensive of their technological potentials and are not taking initiative to transform themselves from conventional mass manufacturing companies to mass customization for emerging market needs. As a response to this research gap, a systematic literature review is conducted on enablers for MC and Total Interpretive Structural Modelling (TISM) and MICMAC analysis is used to develop a framework that illustrates how enablers are placed at different levels and how a particular enabler influences the other or getting influenced. Supporting this insight, a theory for accomplishing mass customization in manufacturing units is established. The theory is verified from experts by structured questionnaire from three Indian manufacturing companies where Mass customization is being practiced. This paper renders a summary of the methodology and specifies its validation in three case study companies. Practices are suggested to reinforce the attainment of mass customization in organizations aspiring to implement mass customization.

摘要

大规模定制是组织卓越的通用业务战略，而争取竞争优势的组织正在将 MC 纳入其业务模型。尽管已经进行了研究以确定大规模定制的推动因素，但在概念论文中已有一定程度的研究，而理论构建文章的数量较少。此外，对印度市场情景的研究较少。文献表明，组织担心自己的技术潜力，并没有主动将自己从传统的大规模制造公司转变为满足新兴市场需求的大规模定制公司。作为对这一研究空白的回应，对 MC 和总体解释结构建模 (TISM) 的促成因素进行了系统的文献综述，并使用 MICMAC 分析开发了一个框架，该框架说明了促成因素如何置于不同级别以及特定促成因素如何影响另一个或受到影响。为支持这一见解，建立了在制造单元中实现大规模定制的理论。该理论通过来自三个正在实施大规模定制的印度制造公司的结构化问卷调查得到了专家的验证。本文对方法进行了总结，并在三个案例研究公司中指定了其验证。建议采取一些做法来加强有志于实施大规模定制的组织的大规模定制的实现。