Forum 1 Mass Customization.doc

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RUNNING HEADER: FORUM 1 MASS CUSTOMIZATION 1 BUSI650: Forum 1 Mass Customization Liberty University Dr. John Walls March 23, 2019 Key Concept Explanation
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FORUM 1 MASS CUSTOMIZATION 2 The mass customization process is to align the product to the customers taste or needs. This becomes interesting in the integration of mass customization in the supply chain and even more interesting in the service industry. The supply chain for mass customization for the service industry is interesting due to the fact that services are also trying to use mass customization. One key point is that better the integration of supply chain to mass customization the more success the firm will be in the market. Comparison When reading the text on mass customization there was little talk about services and integration of the supply chain. According to Meredith and Shafer (2016), mass customization can be applied to products that may have a short life cycle, rabidly advancing technologies or changing customer taste. “Organizations pursuing mass customization seek to produce low-cost, high-quality outputs in great variety” (Meredith and Shafer, 2016, p 16). The research done shows several other areas that mass customization can occur such as service. According to Cil and Pangburn (2017), the mass customization allows companies to match its production to customer taste. The results of Cil and Pangburn (2017), points that catering to a different taste can also lead to a brand image issue. According to Ng, Scharf, Pogrebna, and Maull (2015), the goal of mass customization is to meet the needs of the customers and at the same time achieve the benefits of mass production. When looking at service Liu and Yao (2018), claims that outsourcing special services allows companies to move past the constraints of internal resources. This is very insightful to the services industry for manufacturing firms. According to Liu, Zhang and Guo (2018), the higher the demand for a product the great strain that mass customization places on supply chain, manufacturing and services. This was not
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FORUM 1 MASS CUSTOMIZATION 3 covered in the original text, but leads to insightful information on how mass customization can affect product of a plant. Article Summary The article of focus is “Impacts of supply chain planning and integration on mass customization”. The article was written to demonstrate the research done on the on outcome of mass customization and how well the supply chain planning. As all manufactures and even services providers have some type of supply chain to get the parts for production or service the majority of the articles read ignored that communication with vendors or suppliers can be just as important then the communication with the customers and understanding their needs or tastes.
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