Performance measures for mass customization strategies in an ETO environment

Martin Bonev, Lars Hvam

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    When following mass customization (MC) principles, manufacturing companies have to consider several aspects. Complexity is thereby seen as a major challenge to be handled. Especially for ETO companies the movement towards MC is much more complex, as products are not standardized, processes are seldom automated and little control over the customer portfolio is obtained. Based on case studies, this research proposes a new way of effectively and efficiently implementing MC strategies. It closely investigates deviations between contribution margins and between pre- and post-calculations of operational measures. The results show the negative impact of high deviations on the cor-responding performance.
    Original languageEnglish
    Title of host publicationProceedings of the 20th EurOMA Conference
    Number of pages10
    PublisherEuropean Operations Management Association
    Publication date2013
    Publication statusPublished - 2013
    Event20th European Operations Management Association Conference: Operations Management at the Heart of the Recovery - Dublin, Ireland
    Duration: 7 Jun 201312 Jun 2013
    Conference number: 20


    Conference20th European Operations Management Association Conference
    Internet address


    • Performance Measurement
    • Complexity Management
    • Mass Customization


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