Authors: Philip G. Brabazon, Bart MacCarthy
Addresses: Operations Management Division, Nottingham University Business School, Jubilee Campus (New Building), Nottingham, NG8 1BB, UK. ' Operations Management Division, Nottingham University Business School, Jubilee Campus (New Building), Nottingham, NG8 1BB, UK
Abstract: The business philosophy of Mass Customisation (MC) implies rapid response to customer requests, high efficiency in operations and limited cost overheads incurred by customisation. Furthermore, it implies that the quality benefits of the mass production paradigm are guaranteed. However, traditional quality science is premised on volume production of uniform products rather than of differentiated products associated with MC. This creates quality challenges and raises questions on the suitability of standard quality engineering techniques. Based on analysis of relevant literature, it is argued here that the aims of MC are aligned with contemporary thinking on quality and that quality concepts provide insights into MC. Quality issues are considered along three dimensions – product development, order fulfilment and customer interaction. The applicability and effectiveness of conventional quality engineering techniques are analysed and a framework is presented that highlights key issues with respect to quality for a spectrum of MC strategies.
Keywords: mass customisation; quality; quality engineering.
International Journal of Mass Customisation, 2007 Vol.2 No.1/2, pp.76 - 94
Published online: 16 Mar 2007 *Full-text access for editors Access for subscribers Purchase this article Comment on this article