Operationalizing Mass Customization - A Conceptual Model Based on Recent Studies in Furniture Manufacturing

The notion that mass customization (MC) can improve the competitiveness of the US furniture industry has implications for fundamental changes in the business models of furniture manufacturers. The industry has traditionally pursued a concept of competitiveness based on price rather than on value-delivery, which is more compatible with a MC strategy. Thus, a shift towards a MC strategy without a clear application roadmap is likely to have undersirable business consequences. In this study, we synthesize insights from previous research to conceptualize a value-delivery framework for making MC operational in the US furniture industry. we propose the "3P Operational Model" as a baseline for researchers and manufacturers exploring a link between MC and competitiveness. Pending empirical validation, we expect our model to have application for comparable manufacturing systems