Operational tactics and tenets of a new manufacturing paradigm ‘instant customerisation’

An increasing trend towards a new manufacturing paradigm of ‘instant customerisation’ is occurring due to customers demanding their orders for customised products or services be fulfilled under zero customer lead time and at a price near the price of mass production. By means of the manufacturing paradigm innovation model (MPIM), the operational tactics, operational tenets, and an operational framework of instant customerisation are elicited and described. An important new tactic within all the operational tactics is finalise-to-individual demand forecasting, meaning end products are finalised according to the forecasting of individual customer's needs. The knowledge and information, which is the primary input of individual demand forecasting, is gleaned and understood by total customer participation and value fusion. Total customer participation and value fusion are developed through customer participation and customer relationship management, which have critical distinctions. The operational framework, which is termed manufacturing paradigm tree of instant customerisation, can characterise the operational tenets, the relationships between different operational tactics and the objectives, and the relationships among different operational tactics. With the proposed framework, instant customerisation can be understood more effectively and holistically.

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