Wiengarten, Frank and Singh, Prakash J. and Fynes, Brian and Nazarpour, Ali
(2017)
Impact of mass customization on cost and flexiblity performances:
the role of social capital.
Operations Management Research, 10 (3-4).
pp. 137-147.
ISSN 1936-9735
Abstract
More than ever, companies have to cope with ever
changing market conditions. Some companies have reacted to
shortened product life cycles, constant changes in customer
preferences and cost pressures by implementing mass customization
practices. Mass customization has been hailed as
a way to overcome the tradeoff between cost and flexibility
performance. However, there is lack of consistent empirical
evidence to demonstrate that this really is the case. We advance
this debate by proposing that in order for mass customization
to be more effective, a company needs to possess and
utilize social capital (i.e., cognitive, relational and structured
social capital) within their supply networks. This study uses
primary survey data from 513 plants from nine countries
collected by the Global Manufacturing Research Group
(GMRG). We used structural equation modelling analysis to
test our hypotheses. Results indicate that mass customization
has the ability to improve a company’s cost and flexibility
performance. Furthermore, results regarding the moderating
role of social capital are mixed. Cognitive capital only moderates
the impact of mass customization on cost performance
while relational capital increases this impact on both cost and
flexibility performance. Structural capital does not moderate
the impact of mass customization on performance
| Item Type: |
Article
|
| Keywords: |
Mass customization; Competitive strategy;
Operational performance; Social capital; |
| Academic Unit: |
Faculty of Social Sciences > School of Business |
| Item ID: |
11193 |
| Identification Number: |
https://doi.org/10.1007/s12063-017-0127-2 |
| Depositing User: |
Ali Nazarpour
|
| Date Deposited: |
09 Oct 2019 16:23 |
| Journal or Publication Title: |
Operations Management Research |
| Publisher: |
Springer Nature |
| Refereed: |
Yes |
| URI: |
|
| Use Licence: |
This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available
here |
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