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Challenges in Choice Navigation for SMEs

Challenges in Choice Navigation for SMEs

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Sammendrag
As mass customization is becoming a more widely adopted business strategy, not only large companies but also SMEs are beginning to adopt mass customization. Previous research suggests that in order to become a successful mass customizer, companies must hold three fundamental capabilities: solution space development, choice navigation, and robust process design. Since mass customization often requires complex systems related to these three capabilities, this is often resource consuming and can thus be challenging for SMEs due to the smaller scale compared to traditional mass customizers. This paper analyzes six cases of SME mass customizers, by describing and comparing the challenges they have been faced with implementing mass customization. This paper focuses specifically on the capability choice navigation and thus addresses the expected benefits and challenges these companies have encountered in relation to product selectors, product configurators, or other systems used for matching customer requirements with selection within the company’s product variety.
Oppdragsgiver
  • Norges forskningsråd / 245595
Språk
Engelsk
Forfatter(e)
  • Nielsen Kjeld
  • Brunoe Thomas D.
  • Skjelstad Lars
  • Thomassen Maria Kristina Kollberg
Institusjon(er)
  • Aalborg Universitet
  • SINTEF Teknologi og samfunn / Teknologiledelse
År
2017
Publisert i
Springer Proceedings in Business and Economics
ISSN
2198-7246
Forlag
Springer
Bok
Managing Complexity: Proceedings of the 8th World Conference on Mass Customization, Personalization, and Co-Creation (MCPC 2015), Montreal, Canada, October 20th-22th, 2015
Hefte nr.
17
ISBN
978-3-319-29058-4
Side(r)
127 - 137