Product customisation: an empirical study of competitive advantage and repeat business

Empirical evidence is presented from 24 UK based manufacturing companies, all offering a degree of product customisation, with most having a significant Engineer-to-order (ETO) element. The majority of the companies are SME’s, with the associated limited managerial resources. The evidence addresses the issues of competitive advantage, including a detailed investigation of the strategic importance of repeat business. It contrasts its results with those generally found in the literature and concludes that there are significant differences in the order winners/ qualifiers. In particular, the evidence suggests that customisation is an order qualifier rather than an order winner; as it is increasingly unlikely that competitors will only offer a more standard product. Thus alternative order winners are needed and often price becomes the most significant factor, rather than being a mere order qualifier. Four different types of repeat business are then identified and the strategic importance of repeat business is discussed. It is indicated that for some ETO companies, repeat business is perceived to be an important method to reduce costs and achieve business stability. However, a number of the other companies studied saw repeat business as infeasible and hence need to find other ways to reduce costs and improve company performance measures, such as lead times. Future research to extend this work into a longitudinal study is proposed. Issues to explore are how the importance of repeat business has changed, and how the companies have evolved in terms of the degree of customisation offered versus that offered by their competitors

Simulating intertwined design processes that have similar structures: A case study of a small company that creates made-to-order fashion products

The authors use simulation to analyse the resource-driven dependencies between concurrent processes used to create customised products in a company. Such processes are uncertain and unique according to the design changes required. However, they have similar structures. For simulation, a level of abstraction is chosen such that all possible processes are represented by the same activity network. Differences between processes are determined by the customisations that they implement. The approach is illustrated through application to a small business that creates customised fashion products. We suggest that similar techniques could be applied to study intertwined design processes in more complex domains.The case study was carried out as part of Considerate Design for Personalised Fashion funded by the EPSRC/AHRC Design in the 21st century programme. The context of a multi-project environment was analysed as part of the EU Framework 7 CONVERGE project CP-FP 228746-2.Post-prin

Extending the product portfolio with ‘devolved manufacturing’: Methodology and case studies

Current research by the developers of rapid prototyping systems is generally focused on improvements in cost, speed and materials to create truly economic and practical economic rapid manufacturing machines. In addition to being potentially smarter/faster/cheaper replacements for existing manufacturing technologies, the next generation of these machines will provide opportunities not only for the design and fabrication of products without traditional constraints, but also for organizing manufacturing activities in new, innovative and previously undreamt of ways. This paper outlines a novel devolved manufacturing (DM) ‘factory-less’ approach to e-manufacturing, which integrates Mass Customization (MC) concepts, Rapid Manufacturing (RM) technologies and the communication opportunities of the Internet/WWW, describes two case studies of different DM implementations and discusses the limitations and appropriateness of each, and finally, draws some conclusions about the technical, manufacturing and business challenges involved

Customer empowerment in tourism through Consumer Centric Marketing (CCM)

We explain Consumer Centric Marketing (CCM) and adopt this new technique to travel context. Benefits and disadvantages of the CCM are outlined together with warnings of typical caveats Value: CCM will be expected as the norm in the travel industry by customers of the future, yet it is only the innovators who gain real tangible benefits from this development. We outline current and future opportunities to truly place your customer at the centre and provide the organisation with some real savings/gains through the use of ICT Practical Implications: We offer tangible examples for travel industry on how to utilise this new technology. The technology is already available and the ICT companies are keen to establish ways how consumers can utilise it, i.e. by providing ‘content’ for these ICT products the travel industry can fully gain from these developments and also enhance consumers’ gains from it. This can result in more satisfied customers for the travel (as well as ICT) companies thus truly adopting the basic philosophy of marketin