Title: Implementing build-to-order strategies: enablers and barriers in the European automotive industry

Authors: Jens K. Roehrich, Glenn C. Parry, Andrew P. Graves

Addresses: School of Management, University of Bath, Claverton Campus, Bath BA2 7AY, UK. ' Strategy & Operations Management, Bristol Business School, University of the West of England, Frenchay Campus, Coldharbour Lane, Bristol BS16 1QY, UK. ' School of Management, University of Bath, Claverton Campus, Bath BA2 7AY, UK

Abstract: Vehicle manufacturers build the majority of vehicles to a sales forecast and links between production and final customer orders are tenuous. A greater percentage of Build-To-Order (BTO) vehicle production may offer the European automotive industry a competitive edge. The EU and industry funded Intelligent Logistics for Innovative Product Technologies (ILIPT) project developed and validated an approach for a five-day build-to-order process. However, there remain significant challenges to be overcome before this innovative model can be adopted. Empirical research was undertaken to capture the challenges faced. Findings illustrate that certain factors need to be considered in managing the transition to the |5 Day Car| in Europe including building on existing good practice, training and re-educating managers in BTO principles and practices, clear planning and objective setting, and enhancing supply chain learning. The study concludes with a guiding framework to help practitioners realise the build-to-order transition.

Keywords: BTO; build-to-order; innovation; transition; barriers; enablers; bespoke production; mass customisation; European automobile industry; Europe; vehicle production; automotive manufacturing; good practice; training; planning; objective setting; supply chain learning; supply chain management; SCM.

DOI: 10.1504/IJATM.2011.040869

International Journal of Automotive Technology and Management, 2011 Vol.11 No.3, pp.221 - 235

Available online: 26 Jun 2011 *

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