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Variety Steering Concept for Mass Customization

Author

Listed:
  • Blecker, Thorsten
  • Abdelkafi, Nizar
  • Kaluza, Bernd
  • Friedrich, Gerhard

Abstract

In this paper we make the distinction between subjective and objective customer needs. The subjective needs are the individually realized and articulated requirements, whereas the objective needs are the real ones perceived by a fictive neutral perspective. We show that variety in mass customization has to be orientated on the objective needs. In order to help mass customizers better evaluate the degree to which they can fulfill the objective needs as well as their internal complexity level we have developed a key metrics system model. We also present a conceptual application showing how to use this model to support decision making related to the introduction or reduction of product variants.

Suggested Citation

  • Blecker, Thorsten & Abdelkafi, Nizar & Kaluza, Bernd & Friedrich, Gerhard, 2003. "Variety Steering Concept for Mass Customization," MPRA Paper 5251, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:5251
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    File URL: https://mpra.ub.uni-muenchen.de/5251/1/MPRA_paper_5251.pdf
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    References listed on IDEAS

    as
    1. Ekström, Karin M. & Karlsson, MariAnne, 2001. "Customer Oriented Product Development? An exploratory study of four Swedish SME’s," FE rapport 2001-380, University of Gothenburg, Department of Business Administration.
    2. Arnold Picot & Ralf Reichwald & Rolf Wigand, 2008. "Information, Organization and Management," Springer Books, Springer, number 978-3-540-71395-1, March.
    3. Berman, Barry, 2002. "Should your firm adopt a mass customization strategy?," Business Horizons, Elsevier, vol. 45(4), pages 51-60.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Variety Management; Complexity; Production/Operations Management;
    All these keywords.

    JEL classification:

    • D20 - Microeconomics - - Production and Organizations - - - General
    • L23 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Organization of Production

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