An analytical framework for evaluating the value of enhanced customisation: an integrated operations-marketing perspective

Wong, Hartanto Wijaya and Eyers, Daniel Roy ORCID: https://orcid.org/0000-0001-5499-0116 2011. An analytical framework for evaluating the value of enhanced customisation: an integrated operations-marketing perspective. International Journal of Production Research 49 (19) , pp. 5779-5800. 10.1080/00207543.2010.519738

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Abstract

In this paper we present a formal approach to evaluate the value of enhanced customisation. The suggested approach is based on a new perspective addressing the important alignment between the operations and marketing functions, under which we are able to obtain a more holistic understanding of the extent to which enhanced customisation may influence profitability. The model we develop captures the interaction between several factors including the inventory level, number of product variety, price, and delivery lead time. The numerical findings provide insights regarding some important aspects that may inhibit as well as facilitate the progress towards the manufacturing concept with a greater degree of personalised offerings.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics) Centre for Advanced Manufacturing Systems At Cardiff (CAMSAC)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Uncontrolled Keywords:	mass customisation; postponement; integrated operations-marketing problem
Publisher:	Taylor and Francis
ISSN:	0020-7543
Last Modified:	19 Oct 2022 08:54
URI:	https://orca.cardiff.ac.uk/id/eprint/19411

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