IRS Moritz Wellige
Thursday, 22 May 2014, 4pm, TIM Social Area
Complementarity of Organizational Strategic Capabilities for Mass Customization: An Empirical Investigation
Recent research suggests that companies have to develop and implement specific strategic capabilities in order to be able to apply mass customization successfully. For example, there is a rich body of literature focusing on the need for highly flexible but at the same time stable and efficient manufacturing processes that enable companies to realize and deliver a large numbers of product variants as in a mass production system. Furthermore, companies needs to define the available product variants according to different design constrains (e.g. key value attributes, manufacturability,…). Finally, companies need to organize the transfer of information with customers in an efficient and effective way. The goal of this study is to empirically investigate the complementarity of these strategic apabilities.