A Framework for Mass Customization

Authors

  • Andre Gustavo Carvalho Machado UNIVERSIDADE FEDERAL DA PARAÍBA
  • Walter Fernando Araújo de Moraes UFPE/FBV

DOI:

https://doi.org/10.14210/alcance.v17n3.p295-311

Abstract

The objective of this paper is the proposition of a framework based on the analysis of the strategies of mass customization accomplished by Brazilian companies. Therefore, the research strategy adopted was a multiple-case study, which was undertaken in fifteen companies. As a result, a framework was developed, and it allowed to identify which are the main factors that should motivate the companies to undertake the strategy of mass customization in their businesses; the strategies of mass customization adopted; criteria for the selection of the components of the products to be customized; enablers that should be emphasized for the attainment of the performance goals for the mass customization.

Author Biographies

Andre Gustavo Carvalho Machado, UNIVERSIDADE FEDERAL DA PARAÍBA

Professor Adjunto do Departamento de Administração e do Programa de Pós-Graduação em Administração da UFPB

Walter Fernando Araújo de Moraes, UFPE/FBV

Professor titular (licenciado) do Departamento de Ciências Administrativas da Universidade Federal de Pernambuco; Diretor Acadêmico e professor de graduação e pós-graduação da Faculdade Boa Viagem

Downloads

Published

2010-07-13

Issue

Vol. 17 No. 3(Jul-Set) (2010)

Section

Article

License

In this statement of responsibility, I/we certify that I/we participated in the preparation of the attached article, thus making my/our responsibility for its content public. I/we declare that we have not omitted any links or financing agreements between me/us and entities and/or institutions that may have an interest in the publication of this article. I/we certify that the article is original and the work, either in total or in part, or any other work of my/our authorship with substantially similar content, has not been nor will be sent in any format (printed or electronic) to another periodical while its publication is being considered by Revista Alcance. In this consent form, the associated authors give permission to Revista Alcance, in the case of approval by its Editorial Board, to publish the attached article in electronic copy in a regular edition of the journal and to load it to the database.