| Summary: | 碩士 === 健行科技大學 === 經營管理研究所 === 101 === Worldwide competition in global economies has posed significant challenges to companies wanting to fulfill the continuously changing requirements of the market; they place increasing emphasis on mass customization (MC) strategy. The decoupling point (DP) determination of postponement differentiation is a significant solution for mass customization strategy. The DP determination for MC is a decision-making problem at the strategic management level. Taiwan’s industrial structure have transformed gradually from manufacturing to services. Due to the change of dining habits, the catering sector is regarded as a potential growth market. The strategic productions of mass customization, decoupling point, delay difference were employed in the manufacturing process. Fewer researches derived these production strategies to the services industry. Empirically, the catering sector adopts mass customization to reduce the cost of inventory and to respond to the diverse needs of consumers quickly for meeting the dramatic competitive environment. The study uses a case study method integrating in-depth interviews and field observations to understand and derive the principles of decoupling setting considering the balance between back and front end, i.e. the operating emphasis is production speed, speed of service delivery, or flexibility of production/service. The empirical case studies were performed to demonstrate the efficacy of the proposed model. The results and processes of the case study also provide interesting managerial implications.
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