Case Study on Achieving Innovative Mass Customization through Global Quick Response

• Main Authors: Riardy William Sutanto, 陳德廉
• Other Authors: Shuo-Yan Chou
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/30110228818969310043

碩士 === 國立臺灣科技大學 === 管理學院MBA === 100 === Mass customization is a system that applies organizational structures, flexible processes, and information technology to offer a large variety of products and services that conform to particular needs of individual customers, at a cost close to that of mass production (Silveira et al. 2001). On the whole, the concept of more innovative mass customization can be achieved by satisfying the needs of every individual customer with more responsiveness and less cost in more automated operation. As the customer needs are naturally ever-changing, market demands are hence extremely volatile. In order to cope with all of these, the need for precise and quick response is indispensable. Global quick response, which has emerged in the modern global supply networks, can be fully utilized. And for this reason, a new concept of achieving innovative mass customization through global quick response is defined and explored thoroughly through this paper. A comparative case study will also be presented to facilitate better comprehension of how this strategy implies to real business competitiveness.