Title: Implementation challenges in mass customisation: route bus design

Authors: Robbie Napper

Addresses: Department of Design, Faculty of Art and Design, Monash University, Melbourne, P.O. Box 197, Caulfield East, Victoria 3145, Australia; The Institute of Transport Studies, Monash University, Australia; Volgren Australia Pty Ltd., Australia

Abstract: The implementation of Mass Customisation (MC) in bus manufacture presents two difficulties in light of current MC theory – the application of MC in a bespoke industry and the creation of capital goods. Bespoke industries are characterised by customer involvement and customised goods; i.e., meeting the needs of customers but not efficient manufacture. MC for capital goods presents differences from needs elicitation methods, and changes the theory surrounding product value, customers and utility. These issues are explored through the specific challenges met in the bus bodywork industry. The research opens the discussion on bespoke manufacturing, finds that bespoke and capital goods industries can benefit from MC, and ultimately uses this contrast to contribute to existing MC theory.

Keywords: bus manufacturing; bespoke manufacturing; mass customisation; capital goods; bus bodywork; buses; bus design.

DOI: 10.1504/IJMASSC.2010.036798

International Journal of Mass Customisation, 2010 Vol.3 No.3, pp.259 - 272

Published online: 09 Nov 2010 *

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