Achieving Mass Customization: A case study of Mass Customization and Supply Chain Management at a modern automotive manufacturer.

Abstract: This paper examines how a modern automotive manufacturer copes with the challenging aspects of Mass Customization (MC) with the use of Supply Chain Management (SCM). The method of Mass Customization, known for its promises, limitations and ultimately for its ability to provide highly customized goods without the drawbacks of small scale craft production, has gained traction over the last decade in Operations Management literature. By identifying in which category of Mass Customization strategies the manufacturer resides, a small part of the spectrum of Mass Customization strategies is populated with a real world observation on Supply Chain Management practices. By combining multiple theories on Supply Chain Management and MC, a theoretical framework is constructed in order to build a base upon which to compare empirical findings with theory. By conducting an interview & observation based single case study at the location of a modern mid sized, automotive manufacturer, the research finds several interesting discrepancies in SCM practices, not predicted by current literature, giving reason for further case based research and possibly a slight revision of theory surrounding SCM within an MC setting.