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Customized Products: The Integrating Relationship Marketing, Agile Manufacturing And Supply Chain Management For Mass Customization

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  • Süleyman BARUTCU

    (Pamukkale University, Faculty of Economics and Administrative Sciences, Department of Business Administration)

Abstract

A customized product is a special product designed and manufactured for individual customers to meet their individual needs. Managers need to understand why customers demand and how companies supply customized products. The importance of this study is to highlight business, marketing and manufacturing strategies so as to supply customized products efficiently. It is expected from a manufacturer to successfully adopt relationship marketing, mass customization, agile manufacturing and supply chain management (SCM) strategies. This paper is prepared (1) to facilitate a basic understanding of customized products for especially scholars and executives, (2) to explain the importance of these strategies and (3) to illustrate how they might be combined for supplying customized products efficiently.

Suggested Citation

  • Süleyman BARUTCU, 2007. "Customized Products: The Integrating Relationship Marketing, Agile Manufacturing And Supply Chain Management For Mass Customization," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 7(2), pages 573-593.
    • Handle: RePEc:ege:journl:v:7:y:2007:i:2:p:573-593
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    References listed on IDEAS

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    1. Da Silveira, Giovani & Borenstein, Denis & Fogliatto, Flavio S., 2001. "Mass customization: Literature review and research directions," International Journal of Production Economics, Elsevier, vol. 72(1), pages 1-13, June.
    2. Selladurai, R. S., 2004. "Mass customization in operations management: oxymoron or reality?," Omega, Elsevier, vol. 32(4), pages 295-300, August.
    3. Turowski, Klaus, 2002. "Agent-based e-commerce in case of mass customization," International Journal of Production Economics, Elsevier, vol. 75(1-2), pages 69-81, January.
    4. Yusuf, Y. Y. & Gunasekaran, A. & Adeleye, E. O. & Sivayoganathan, K., 2004. "Agile supply chain capabilities: Determinants of competitive objectives," European Journal of Operational Research, Elsevier, vol. 159(2), pages 379-392, December.
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    Cited by:

    1. Fogliatto, Flavio S. & da Silveira, Giovani J.C. & Borenstein, Denis, 2012. "The mass customization decade: An updated review of the literature," International Journal of Production Economics, Elsevier, vol. 138(1), pages 14-25.

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