Build-to-order is not that easy: adding volume flexibility to mass customization

The present paper reports preliminary observations from a longitudinal case study of the Lawn Mowers & Garden Tractors business unit of Deere & Company. This business unit is interested in analyzing the applicability of a Build-To-Order strategy for its business. By analyzing the problems related to the simultaneous pursuit of volume and mix flexibility we propose a model explaining how these two trade-offs can be simultaneously addressed. We then speculate about the compatibility of the techniques generally advocated to address either volume or mix flexibility, in this case where these two trade-offs have to be jointly reduced.