Title: Personalisation management in supply networks: an empirical study within the footwear industry
Authors: Laura Macchion; Pamela Danese; Rosanna Fornasiero; Andrea Vinelli
Addresses: Department of Management and Engineering, University of Padova, Stradella San Nicola 3 – 36100 Vicenza, Italy ' Department of Management and Engineering, University of Padova, Stradella San Nicola 3 – 36100 Vicenza, Italy ' Institute of Industrial Technologies and Automation, National Council of Research (ITIA-CNR), Via Corti 12 – 20133 Milan, Italy ' Department of Management and Engineering, University of Padova, Stradella San Nicola 3 – 36100 Vicenza, Italy
Abstract: Personalisation is a growing challenge, particularly for footwear companies strongly influenced by customer preferences. Previous research showed significant differences between footwear supply networks that provide personalised products, especially regarding key variables, such as the level of demand uncertainty, type of productive capacity, type of purchasing and order dimensions. However no studies have considered these variables simultaneously, thus failing to provide a complete understanding. Moreover, previous studies on personalisation primarily focused on product features by identifying the different types of collections available without analysing implications for supply networks. To fill these gaps, we adopted a multiple case study methodology. Based on findings, we identified different personalisation types (individual personalisation, segmented personalisation, personalisation for distributor) and compared them to the case in which personalisation is not available. This work demonstrates that a company can develop and deliver different types of personalised collections, but this requires the management of different supply networks.
Keywords: fashion industry; personalisation; customisation; supply chain; supply network; supply network configuration; supply chain design; strategy.
International Journal of Manufacturing Technology and Management, 2017 Vol.31 No.4, pp.362 - 386
Accepted: 07 Nov 2016
Published online: 14 Aug 2017 *