Mass Customization Strategy in Global Supply Chain Management

Master of International Business Administration 12 Mass Customization International Supply Chain Management Yuliya Samokhina, Olga Baranova, Yuliya Pronkina, Alexander Manzhosov Content The basic concepts of mass customization. Principles and goals. (by Yulia Samokhina) Introduction3 Mass Customization: main definitions3 Evolution of mass customization†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...4 Mass customization strategies: advantages and disadvantages†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..4 Mass customization as a process†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦6 Conclusion8 Postponement strategies (by Olga Baranova) What is postponement?9 Postponement typology based on value chain activity9 Benefits of using postponement strategy13 Critical†¦show more content†¦Evolution of mass customization First, I think it is necessary to briefly describe the development of mass production to mass customization. Mass customization has been one of the causes of the economic growth in the 21st century. Below, you can see figure, which shows evolution of mass customization: Fig 1: Evolution of mass customization1 The first time our civilization has faced with mass customization in pre-industrialization era. In spite of this fact, today we also have started to develop it. Of course, these times are very different, because today people use modern technologies. Between these periods we can observe mass production, which come in vogue with fundamental benefit of economy of scale and it was peak in mid century. For example, it was time of Soviet Union, and then companies produced a lot of similar clothes, shoes and etc. In late twentieth century, mass customization was back. Manufacturers offer different variation of products and customization is possible. Methods of application will examine in the next section. Mass customization strategies: advantages and disadvantages It is very important to understand how the mass customization works in practice. 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