An analytical framework for evaluating the value of enhanced customisation: an integrated operations-marketing perspective
| Autor: | Hartanto Wijaya Wong, Daniel Roy Eyers |
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| Rok vydání: | 2011 |
| Předmět: |
Engineering
business.industry mass customisation postponement integrated operations-marketing problem Strategy and Management Postponement Perspective (graphical) Management Science and Operations Research Integrated operations Industrial and Manufacturing Engineering Variety (cybernetics) Product (business) Profitability index Marketing business Value (mathematics) Lead time |
| Zdroj: | Wong, H & Eyers, D 2011, ' An analytical framework for evaluating the value of enhanced customisation: an integrated operations-marketing perspective ', International Journal of Production Research, vol. 49, no. 19, pp. 5779–5800 . https://doi.org/10.1080/00207543.2010.519738 |
| ISSN: | 1366-588X 0020-7543 |
| DOI: | 10.1080/00207543.2010.519738 |
| Popis: | In this paper we present a formal approach to evaluate the value of enhanced customisation. The suggested approach is based on a new perspective addressing the important alignment between the operations and marketing functions, under which we are able to obtain a more holistic understanding of the extent to which enhanced customisation may influence profitability. The model we develop captures the interaction between several factors including the inventory level, number of product variety, price, and delivery lead time. The numerical findings provide insights regarding some important aspects that may inhibit as well as facilitate the progress towards the manufacturing concept with a greater degree of personalised offerings. |
| Databáze: | OpenAIRE |
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