Revistes Catalanes amb Accés Obert (RACO)

Modelo de negocio para optimizar las estrategias productivas de personalización en masa

Luis Miguel Arroyo Gutiérrez, Montserrat Jiménez Partearroyo, Carmen de Pablos Heredero


English: Purpose: Describe a general process and business model for mass customization,
highlighting the key elements for its implementation, either as a central or
complementary production strategy. The proposed model is based on a thorough
literature review and is defined in its full dimension, describing the different stages,elements, inter-relationships and information flows; offering a global perspective that
could not be found in the existing literature.
Design/methodology: In the in-depth literature review performed, it was not possible
to find a business model or structure for the mass customization process that was
either generally accepted, or viewed the process with a broad perspective and as a
whole. However, the literature offered five partial and different approaches, from which
it was possible to build the proposed integrated business model for mass customization.
Findings: This work defines and develops an overall mass customization process,
implementation and business model. The model has three stages and emphasizes the
iterations that exist between them, including the feedback loop processes. The model is
particularly useful to focus in the value creation. It sets out the principles for identifying
value in the mass customization and how the value is generated in this particular
Research limitations/implications: The business model presented is theoretical, so
it would be interesting to develop an empirical contrast. Likewise, been a model for
general application, it has not been possible to enter into the peculiarities of each
Practical implications: Mass customization productive strategy generates value by
offering products that satisfy individual preferences, with costs and efficiencies similar
to the mass produced ones. Therefore integrates the advantages of differentiation and
cost leadership competitive strategies. The definition of the proposed business model
can allow managers to reflect on how to implement this strategy and how to assess the
value creation of the product customizable attributes.
Social implications: Within the current global market competitive structure, mass
customization strategy can be seen as an innovative formula to enable the achievement
of a competitive position well accepted by consumers. Therefore, it is necessary to
count with a clear business model associated with this strategy.
Originality/value: This paper proposes a business model for mass customization
strategy, which includes all stages, their interrelationships and consequent information
flows. A complete model that cannot be found in the literature and that can provide the
knowledge and understanding about mass customization. It may be of interest for the
industry, especially for general and functional managers, a community that until this
moment, mass customization has had little acceptance and actual diffusion.

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