Review of a process prioritization in mass customization

Abstract

Purpose – The present article aims to analyze the content of process prioritization methods and possibilities of its application in the context of Mass Customization. Design/methodology/approach – As the analysis is based on exploratory approach, qualitative methodology is the main tool used in the research. Moreover, author do not aim at providing conclusive answers to research questions; in opposition, generating relevant insights about a current situation is a goal. Findings – Results suggest that prioritization methods and principles are compatible, necessary and can be successfully applicable to Mass Customization at different process stages or even this concept types. In addition, this research reveals the need to have a combined and multidimensional prioritization at the beginning of Mass Customization processes. Research limitations/implications – Main research limitations can be divided into two parts. Firstly, when prioritization is taken into consideration, it is noticed that a limited scope of research focus on combined prioritization models as well as their effect on organizations results, especially in Public and Non-governmental sector. Secondly, in a case of concept of Mass Customization and its analysis, scientific discussions show extremum transitions to Big Data, Internet platform capabilities and overall customer flow management via modern economic theories in the last decades. Therefore, a lack of sufficient scientific attention to important parts of prioritization severely affect customer input, Design and Infrastructure of Mass Customization. In addition, both parts require not only proper understanding of the theoretical background but also following detail description of practical implication tools and guidelines as well as defining possible application effect. Since this article is based on the theoretical literature review, case studies and comparative analysis towards a practical implication are elaborated briefly. Practical implications – This research may serve as relevant insights into the context of the Mass Customization system and processes, where organizations constantly cope with prioritization by making a number of decisions on product selection, specifications, quantities, or pricing. From the perspective of process prioritization, the research serves as a concise review of main quantitative and qualitative methods, showing their demand of alignment and effect for Mass Customization. Originality/Value – The main value of the presented article can be described as a holistic theoretical focus on different types of prioritization methods and underlying points where it takes effect in Mass Customization concept. Moreover, the selected research object and findings are also valuable and applicable for organizations of different type, sector and working field.