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Evaluation of product customization strategies through modularization and postponement

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  • Brun, Alessandro
  • Zorzini, Marta

Abstract

This paper aims at investigating the relationships existing between postponement and modularization practices actually implemented by Italian companies and contextual factors mainly linked to product features. A multi-case study research strategy was adopted and statistical techniques applied for data analysis. Two main factors were identified (product/process customization and product/process complexity) and four customization strategies differing in terms of supply chain structure were analyzed (rigid, flexible, postponed and modularized). Three main categories of constraints were identified, which may lead to some exceptions compared to the prevailing approaches: delivery lead-time issues, contractual obligations and technical- and process-related factors.

Suggested Citation

  • Brun, Alessandro & Zorzini, Marta, 2009. "Evaluation of product customization strategies through modularization and postponement," International Journal of Production Economics, Elsevier, vol. 120(1), pages 205-220, July.
    • Handle: RePEc:eee:proeco:v:120:y:2009:i:1:p:205-220
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    References listed on IDEAS

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    Cited by:

    1. Liao, Kun & Deng, Xiaodong & Marsillac, Erika, 2013. "Factors that influence Chinese automotive suppliers’ mass customization capabilities," International Journal of Production Economics, Elsevier, vol. 146(1), pages 25-36.
    2. Israelsen, Poul & Jørgensen, Brian, 2011. "Decentralizing decision making in modularization strategies: Overcoming barriers from dysfunctional accounting systems," International Journal of Production Economics, Elsevier, vol. 131(2), pages 453-462, June.
    3. Federico Rossi & Sabrina Arfelli & S. Jack Hu & Tullio Antonio Maria Tolio & Theodor Freiheit, 2019. "A systematic methodology for the modularization of manufacturing systems during early design," Flexible Services and Manufacturing Journal, Springer, vol. 31(4), pages 945-988, December.
    4. Zhang, Linda L. & Lee, Carman K.M. & Akhtar, Pervaiz, 2020. "Towards customization: Evaluation of integrated sales, product, and production configuration," International Journal of Production Economics, Elsevier, vol. 229(C).
    5. Liu, Yang & Liang, Xingkun & Shi, Yongjiang, 2018. "Brokerage and balance: Creating an effective organizational interface for product modularization in multinational R&D," Research Policy, Elsevier, vol. 47(6), pages 1133-1146.
    6. Linda Zhang & Carman K.M. Lee & Pervaiz Akhtar, 2020. "Towards customization: Evaluation of integrated sales, product, and production configuration," Post-Print hal-03276827, HAL.
    7. Fang, Edward Aihua & Wu, Qizhi & Miao, Chaowei & Xia, Jiansheng & Chen, Dezhi, 2013. "The impact of new product & operations technological practices on organization structure," International Journal of Production Economics, Elsevier, vol. 145(2), pages 733-742.
    8. Wong, Hartanto & Lesmono, Dharma, 2013. "On the evaluation of product customization strategies in a vertically differentiated market," International Journal of Production Economics, Elsevier, vol. 144(1), pages 105-117.
    9. Zhang, Min & Zhao, Xiande & Qi, Yinan, 2014. "The effects of organizational flatness, coordination, and product modularity on mass customization capability," International Journal of Production Economics, Elsevier, vol. 158(C), pages 145-155.
    10. Suryakant, & Tyagi, Satish, 2015. "Optimization of a platform configuration with generational changes," International Journal of Production Economics, Elsevier, vol. 169(C), pages 299-309.
    11. Xiong, Yixuan & Du, Gang & Jiao, Roger J., 2018. "Modular product platforming with supply chain postponement decisions by leader-follower interactive optimization," International Journal of Production Economics, Elsevier, vol. 205(C), pages 272-286.
    12. Sreedevi, R. & Saranga, Haritha, 2017. "Uncertainty and supply chain risk: The moderating role of supply chain flexibility in risk mitigation," International Journal of Production Economics, Elsevier, vol. 193(C), pages 332-342.
    13. Jafari, Hamid & Nyberg, Anna & Osnes, Tone-Lise & Schmitz, Annika, 2015. "Customization in bicycle retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 77-90.
    14. Saghiri, Soroosh S. & Barnes, Stuart J., 2016. "Supplier flexibility and postponement implementation: An empirical analysis," International Journal of Production Economics, Elsevier, vol. 173(C), pages 170-183.
    15. Calle, Marcos & González-R, Pedro L. & Leon, Jose M. & Pierreval, Henri & Canca, David, 2016. "Integrated management of inventory and production systems based on floating decoupling point and real-time information: A simulation based analysis," International Journal of Production Economics, Elsevier, vol. 181(PA), pages 48-57.

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