Synopsis
In many mass markets, companies are facing a predicament: customers are demanding not only ever faster order fulfillment but also highly customized products and services. The authors show how the Hewlett-Packard Co. and others have proved that one indeed can deliver customized products quickly and at a low cost. The key to mass-customizing effectively is postponing the task of differentiating a product for a specific customer until the latest possible point in the supply network. Instead of taking a piecemeal approach, companies must rethink and integrate the designs of their products, the processes used to make and deliver those products, and the configuration of their entire supply network. By adopting such a comprehensive approach, they can operate at maximum efficiency and quickly meet customers' orders with minimum amount of inventory.
